Apple Inc.Rising memory costs force Apple to raise device prices, disrupting its cost-down model.
Wall Street Journal technology reporter Rolfe Winkler warns that surging memory and storage prices are disrupting Apple's traditional cost-down model and could ripple across the economy. Memory component costs have quadrupled over the past year and are expected to keep climbing, with research firm TechInsights estimating the memory and storage inside an iPhone 18 Pro will cost about $200, up from roughly $50 in the iPhone 17 Pro. Apple CEO Tim Cook told Winkler that price increases on devices are unavoidable, though details remain undecided. The trend is already visible elsewhere, with Microsoft's Surface reaching $1,599 compared to $999 two years ago, and flash drives, gaming consoles, and PCs all seeing price hikes. Winkler notes that memory is a key component in automobiles and many other products, meaning the cost pressure could spread across the entire economy.
Apple Inc.Rising memory costs force Apple to raise device prices, disrupting its cost-down model.
Microsoft CorporationMicrosoft's Surface price increased to $1,599 from $999 due to memory cost pressure.
Micron Technology IncMemory component costs have quadrupled, benefiting Micron as a memory supplier.
Best Buy Co. IncHigher device prices due to memory costs may reduce consumer electronics demand, affecting Best Buy's sales.