Leading Notebook Makers Reduce 2014 Shipment Targets

Top 9 Notebook Vendors Cut Their Shipments Goals

by Anton Shilov
01/30/2014 | 11:59 PM

Notebook manufacturers have reduced their 2014 shipment estimates as the market faces some challenges on both the supply and demand fronts. On the one hand, tablets capture market share of laptops. On the other hand, PC makers cannot unveil their new sleek and slim PCs in new form-factors in Q2 2014 since Intel Corp. has delayed shipments of its next-gen “Broadwell” central processing units.


Leading PC brands – including Apple, Asustek Computer, Hewlett-Packard, Lenovo, Samsung, Sony, and Toshiba – are reducing notebook PC shipments for 2014. According to the NPD DisplaySearch, the 2014 shipment estimate for the top nine notebook PC brands is 134 million, which is a decrease from the previously estimated 152 million units. It is likely that notebook PC shipments will decline again in 2014, as they did in 2013. NPD DisplaySearch’s data is based on demands for displays and associated components.

Since Intel delayed production of its next-generation “Broadwell” microprocessor from Q4 2013 to Q1 2014 and postponed shipments to Q3 2014, notebook makers are delaying their high-end PC launches as well. In addition, they postpone roll-out of certain mainstream models since there are no appropriate low-cost CPUs for them.

“The declines in notebook PC shipments will have many effects on the notebook PC value chain in the coming year,” said Jeff Lin, value chain analyst for NPD DisplaySearch.

In terms of product design, low-priced notebook PCs with screen sizes between 14” and 15.6”, which are expected to sell for $299, will not be ready before June 2014. None of those models will include touch capabilities, so the touch penetration rate could be less than the 15% estimated for 2014.

In addition, notebook PCs with two operating systems – Microsoft Windows and Google Android – which were proposed by Intel and some PC brands, have been cancelled because Microsoft and Google no longer support the concept.