$MU $SKHY $DRAM New iPhones are here and they are only $100 more than last gen, which tells me Apple is absorbing most of the cost. “On Tuesday, Apple unveiled the new iPhone 18 Pro and Pro Max, with price tags $100 higher than the previous Pro models. Apple has yet to announce the entry-level iPhone 18.” “The announcement illustrates how the global memory shortage has stretched a company as dominant as Apple.” Tim Cook (from his final earnings call as CEO, on earlier iPad/Mac price increases): Apple had “reluctantly raised prices.” Cook: “We did it because we're in what I would characterize as a 100-year flood on the memory pricing with exponential increases in memory prices.” “The memory shortage is largely driven by the AI revolution as chipmakers shift production away from chips designed for consumer products to the more specialized chips required for the data centers that power AI models.” “In June, Apple increased the prices of iPads by up to 25% and Mac computers by as much as 20%. At the time, the cost of existing iPhone models remained unchanged.” Google VP of devices and services Shakil Barkat (July, ahead of Pixel 11): “There's never been an increase in memory prices like the world's going through right now.”