Apple's Memory Costs Quadrupled and Ternus Sets the Price
Yahoo Finance ·
Apple's Memory Costs Quadrupled and Ternus Sets the Price Renato Neves, CFA Fri, September 4, 2026 at 10:40 AM EDT 1 min read AAPL This article first appeared on GuruFocus . Apple Inc. ( NASDAQ:AAPL ) fell 0.34% intraday ahead of a September 9 product launch that will be the first under John Ternus, who succeeded Tim Cook as CEO on September 1. The company is expected to introduce its first foldable iPhone at the event, alongside the iPhone 18 Pro and Pro Max. TrendForce estimates memory costs for the 256-gigabyte iPhone 18 Pro at nearly 400% above where they sat a year ago. Its projection is that Apple raises prices across the lineup by 10% to 20%, putting the Pro at as much as $1,319 against $1,099 for the iPhone 17 Pro. The research firm called that a "moderate pricing approach," while Apple is expected to absorb part of the increase. The first foldable starts between $2,099 and $2,299 on TrendForce's estimate. KeyBanc reads it as a problem either way. In a note reiterating an Underweight rating and $250 target, the firm argued a large increase eases gross margin pressure but hits unit volumes and risks sticker shock, while a more selective increase leaves the margin question open and invites more hikes later.
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