It is getting hard to see where the memory bears are even coming from after today. In a single day, Apple and Microsoft both raised hardware prices and blamed the same thing. Memory.
$AAPL raised prices on Macs, iPads, and even the Vision Pro, with some models jumping 15 to 25%. They said it plainly, the cause is the unprecedented surge in memory and storage costs from AI data center demand.
Apple, the company with more supply chain power than anyone on earth, finally could not absorb it anymore.
Then
$MSFT raised Xbox console prices, $100 on the 512GB and $150 on the 1TB, effective August 1. And buried in their statement was the number that should end the bear debate.
Xbox said console storage and memory prices have increased more than 2.5x, and they expect them to double again by the fall of 2027.
The companies actually buying the memory are telling you prices have already 2.5x’d and are set to double again next year. That is not a forecast from a bull on Twitter. That is Microsoft, writing it down, while raising prices to deal with it.
Stack it up. Apple raising prices. Microsoft raising Xbox prices. Sony already raised the PS5. Samsung and Dell raising too. DRAM and NAND up over 300% since 2023. Micron exited consumer memory entirely to feed AI customers. New fabs do not arrive until 2027.
The entire bear case rests on memory being cyclical and rolling over. But every buyer in the market is raising prices because they cannot get enough, the makers are sold out and signing multi year contracts, and the biggest console maker on earth just told you to expect another doubling in 2027.
Where exactly is the roll over coming from?
When Apple and Microsoft raise prices on the same day because of memory, the pricing power lives entirely with the people who make it.