Cupertino, January 28, 2026, 11:00 (GMT) — Apple Inc. is reportedly considering maintaining the iPhone 18’s price despite rising memory and DRAM costs, as analysts forecast a potential price increase in memory components from suppliers like Samsung and SK hynix. Apple’s decision could be pivotal in a period of market volatility.
Key Points:
- Apple faces potential price hikes for memory chips, with LPDDR5X and NAND flash prices rising steeply.
- Analysts suggest Apple might absorb the added costs to maintain iPhone 18’s price, relying on its lucrative services business for cushion.
- Competitors like Samsung and SK hynix have sharply increased memory prices, but Apple’s pricing strategy could help it capture more market share.
Apple’s iPhone 18 launch strategy is under close scrutiny, with analysts debating whether rising memory costs will translate to higher device prices. Samsung and SK hynix have already raised prices for essential LPDDR5X RAM by more than 80% QoQ, while NAND flash costs also show significant upward trends. Apple, however, is in a strong financial position, particularly through its services division, which continues to generate substantial revenue.
According to industry experts, Apple may opt to absorb these increases rather than pass them onto consumers, thereby avoiding a price hike. This strategy would allow Apple to remain competitive in a challenging market while continuing to leverage its stable cash flow from services, which has become a crucial financial buffer. Analyst Ming-Chi Kuo suggests that maintaining the iPhone 18’s price will not only mitigate the impact of memory price increases but could also serve as a strategic move to strengthen Apple’s position amid broader market disruption.
Apple’s memory pricing strategy is now subject to quarterly negotiations, unlike the prior six-month cycle, which could add further pressure in the coming months. The company is expected to pay $70 per 12GB of LPDDR5X RAM, marking a significant premium compared to earlier agreements. Analysts argue that absorbing these costs, especially with other companies unable to follow suit, could give Apple a distinct advantage.
Apple’s approach could also affect its broader product lineup, including its Mac computers, where similar pricing strategies might help the company expand its market share by maintaining a stable entry price despite rising component costs. However, this plan is not without risks, as fluctuating memory prices and changing consumer demand could still impact Apple’s margins if the cost absorption strategy proves unsustainable in the long run.
While market conditions are unpredictable, Apple’s financial resilience and strategic pricing approach could allow it to navigate the DRAM crisis more effectively than its competitors. The coming months will reveal whether this approach will continue to benefit Apple or if further cost adjustments will be necessary.
