Why Apple’s War Chest Can’t Win the Memory War
The iPhone maker’s clout as a buyer has taken a major hit from the AI boom.
Apple can afford the memory chips that it needs. But the fact that it’s getting harder says something significant about the severity of the memory crunch—and how one of the world’s richest companies can still end up at a disadvantage.
After months of speculation about what the consumer-electronics giant might do in the face of soaring costs for memory chips, Apple now says it will be raising prices on its products. Chief Executive Tim Cook told The Wall Street Journal that the company has been trying to mitigate the “huge increases” in memory costs without passing them on to its customers, but “the situation has become unsustainable.”
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