Micron Technology (NASDAQ: MU) has received an unlikely boost from Apple after Tim Cook described the surge in memory prices as a “100-year flood.”
The remarks strengthened the argument that today’s shortage reaches beyond artificial-intelligence data centres.
Apple’s chief executive said exponential memory-cost increases had contributed to reluctant price rises.
Apple paid more for memory in the June quarter than in March and expects another increase during the September quarter, with market prices continuing to climb beyond that period.
For Micron, the comments provide evidence that limited supply is supporting pricing across DRAM and NAND.
Yet Cook also said Apple was “evaluating all options” for sourcing, highlighting how extreme prices could eventually encourage customers to seek alternatives.
Apple’s problem confirms Micron’s pricing power
Apple’s warning carries unusual weight because the iPhone maker has enormous purchasing power and a supply chain.
If it cannot fully shield itself from memory inflation, smaller electronics customers are likely facing tougher conditions.
The shortage reflects a shift in manufacturing priorities. Producers are directing more wafer capacity towards high-bandwidth memory and server products used in AI systems.
That leaves less conventional DRAM and NAND for smartphones, personal computers and industrial equipment, even as memory requirements increase.
Micron’s latest results already captured this imbalance. Fiscal third-quarter revenue reached a record $41.46 billion, compared with $23.86 billion in the previous quarter.
Management said AI demand and structural supply constraints should keep conditions tight beyond calendar 2027.
The company has signed 16 strategic customer agreements spanning data centres, consumer devices and automobiles.
Micron said these arrangements provide committed supply and could place at least half of company revenue under longer-term agreements when its target programme is completed.
Apple’s comments therefore broaden Micron’s investment case.
The shortage is not simply a company forecast or a story about Nvidia-linked HBM. It is affecting mainstream electronics and giving established suppliers greater negotiating power across a wider portfolio.
Analysts say the old memory cycle may be changing
“The memory trade is alive and well,” Cantor Fitzgerald analyst C.J. Muse said in comments reported by MarketWatch.
Muse expects DRAM and NAND to remain undersupplied through 2028 and argues that AI demand, restricted capacity and stronger contracts may permanently improve long-term earnings power.
Morgan Stanley analyst Joseph Moore offered a similar warning.
“There’s no quick fix to the memory shortage,” he wrote, according to Yahoo Finance, suggesting constraints could persist for another two to three years.
Raymond James analyst Melissa Fairbanks called Micron “one of the best beneficiaries of the current memory cycle”, MarketWatch reported.
She said AI was lifting demand not only for HBM but also conventional DRAM and enterprise solid-state drives.
Apple’s search for an escape route is the hidden risk
Cook noted that DRAM supply is primarily controlled by Samsung, SK Hynix and Micron and more suppliers would improve availability and could help pricing.
That creates the long-term risk for incumbents. Severe price increases can encourage customers to redesign products, reduce memory specifications, postpone purchases or support emerging competitors.
Apple has reportedly examined sourcing from China’s CXMT, although Cook did not confirm a decision.
New manufacturing capacity could restore supply and send selling prices lower, repeating the pattern that has historically made memory cyclical.
Micron acknowledges that capacity growth without matching demand could hurt pricing and financial performance.
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