Apple's Memory Procurement Costs to Quadruple? AI Reverses the Power Balance
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Have you ever wondered, "Why is the iPhone getting so expensive?" Behind that question lies a major shift: the power balance between Apple and memory makers has flipped. This article explains what is happening and what it means for our wallets, in plain terms.
According to a Wall Street Journal (WSJ) report introduced by GIGAZINE on October 30, 2026, Apple has historically held an overwhelmingly strong position in memory procurement.
It all started with the iPod. Apple first used HDDs (hard disk drives) made by Toshiba, then launched the iPhone, which used flash memory.
As iPhone sales grew, Apple began purchasing flash memory in massive quantities from multiple suppliers, including Toshiba. It reportedly secured more than one-fifth of the world's supply.
What stands out most in the reporting is Apple's negotiation strategy. Apple would place orders at rock-bottom prices, then cancel those orders once market prices fell.
Since manufacturers were left holding inventory — including custom-made products — they usually had no choice but to cut prices and deliver. This tactic is said to have been devised by Tony Blevins, Apple's then-head of component procurement, who left the company in 2022.
Apple also reportedly arranged for sales representatives from competing suppliers to run into each other in meeting rooms, stoking competition. It was also reported that Apple audited suppliers' books to ensure no other buyer could purchase at a lower price than Apple.
Of course, manufacturers did not simply comply. In 2015, SanDisk refused Apple's request for additional supply. According to the WSJ, Blevins threatened the sales representative at the time.
Western Digital was also reportedly told in 2017 that a fee would be charged for sales without a purchase commitment.
The tide turned recently. Flash memory prices fell sharply in 2023 as the stay-at-home boom from the pandemic wound down. But then AI drove prices to surge dramatically.
AI data centers — the massive computer facilities that power artificial intelligence — consume enormous amounts of memory. As manufacturers prioritize the more profitable AI market, smartphone supply tends to fall to the back of the queue.
According to TechInsights estimates, Apple is expected to pay four times as much in 2026 to buy roughly the same volume of flash memory as the previous year. Tim Cook compared the situation to "a once-in-a-century flood."
According to sources, supplier sales representatives were quietly delighting in Apple's predicament.
According to HWBusters' reporting, DRAM (working memory) prices more than doubled from October 2025. In a WSJ interview, Cook said price increases were "unavoidable" and that the situation was "unsustainable."
A TechInsights analyst projects the following changes in component costs for the iPhone 17 Pro:
Under this estimate, the Pro model iPhone could rise in price by at least $200. It is also said that to maintain profit margins, the iPhone 18 Pro would need to be priced at around $1,399, up from the current $1,099.
Macs have already been affected. In May 2026, the entry-level Mac mini rose from $599 to $799. The RAM stayed at 16GB while storage increased from 256GB to 512GB, but it still amounts to a price hike in practical terms.
An analysis piece published in 36Kr also states that memory's share of product cost has risen from the traditional 10–15% to 30–40%. This is the author's analysis, and primary data could not be verified.
Apple is not simply standing by. As reported by MacTrast citing Korean media, Samsung's share of the low-power DRAM for iPhone 17 was expected to rise to 60–70%, up from a roughly equal split with SK hynix previously.
The background is that Micron and SK hynix have shifted production capacity toward HBM (high-bandwidth memory) for AI, leaving smartphone supply short.
Furthermore, according to the 36Kr article, Apple has reportedly asked Washington for permission to use chips from China's CXMT and YMTC in products sold outside the United States — a sign of just how difficult it has become to secure supply.
Apple is not alone in struggling with price increases. According to HWBusters, Sony raised the price of the PS5 by £90 in the UK and $100 in the US. Nintendo is also said to be raising the price of the Switch 2 starting in September.
Research firm Omdia forecasts that the average global smartphone selling price in 2026 will rise by about 20%, reaching an all-time high.
In other words, the surge in memory prices is spreading beyond smartphones and PCs to consumer electronics as a whole, including gaming consoles.
This is not someone else's problem for those of us in Japan. Consider, for example, a university student who has been saving up to buy a new MacBook Air in spring — if the price has risen by the time it launches, their savings may no longer be enough.
For families who enjoy gaming together, consoles may cost more when the time comes to upgrade. IT administrators at companies planning to replace computers in bulk will likely need to rework their budgets.
Specific prices in Japan have not been detailed in this reporting. A practical approach is to use the US price increase as a rough guide and wait for official announcements.
Q. Will the iPhone 18 actually get more expensive?
A. Cook acknowledged that price increases are "unavoidable," but the timing and which products will be affected have not been announced. TechInsights' estimates suggest the Pro model could be priced at around $1,399.
Q. Why does AI cause a shortage of smartphone memory?
A. Because manufacturers are redirecting production toward higher-margin products for AI data centers. As supply for smartphones decreases, prices rise.
Q. How long will these price increases last?
A. According to the 36Kr article, some analysts believe a turning point in prices will not arrive before 2028. However, there is significant uncertainty, and nothing can be said with confidence.
Q. Should I buy now before prices go up?
A. If it is a purchase you need to make, getting it done before any price hike is one option. That said, there is no need to rush unnecessarily. What matters most is choosing a model that suits how you actually use it.
The next time you think about upgrading, take a fresh look at the balance between memory capacity and price, and choose a model that truly fits your needs.
This article is a cross-post from AI Friends.
