A sharp rise in global RAM (DRAM) prices and the possible end of Apple’s preferential contracts with key suppliers Samsung and SK Hynix in 2026 could lead to higher prices for iPhones, Macs, and other Apple devices. However, Apple itself has not yet announced any price increases, and expert estimates remain forecasts.
According to industry sources, Apple’s long-term DRAM supply agreements are nearing their end, and as early as January 2026, the company may be forced to pay Samsung and SK Hynix significantly higher prices for memory. This is reported, in particular, by Wccftech, noting that the bargaining position of memory manufacturers has strengthened amid a global shortage and a boom in demand from AI data centers.
The DRAM market is already experiencing a massive price rally. According to TrendForce, the cost of advanced memory for 2025 has increased by approximately 50%, and in the fourth quarter, additional growth of about 30% is expected, with a possible further increase of 20% in early 2026. Taken together, this could lead to a doubling of prices for high-performance memory in a relatively short period of time.
Separately, Reuters reported that Samsung raised its contract prices for 32GB DDR5 modules to $239 at the end of 2025, up from $149 in September — an increase of nearly 60% amid worsening shortages and a shift in supply toward the server and AI segments.
Analysts note that Apple is traditionally protected from short-term price spikes thanks to large long-term contracts and purchase volumes. According to Macworld, it is these agreements that have so far allowed the company to keep its internal memory costs under control, despite rising prices on the open market. However, as these contracts expire and suppliers move to shorter-term and more expensive deals, pressure on device costs will increase.
Against this backdrop, some research and industry resources predict that in 2026, smartphone and laptop manufacturers, including Apple, will be faced with a choice: either raise retail prices, reduce the amount of RAM in basic configurations, or accept lower margins. A number of analytical reviews are already warning of a possible increase in the cost of smartphones and PCs in 2026 due to a shortage of memory and an increase in its cost.
At the same time, there have been no official statements from Apple about a planned increase in product prices in connection with the situation on the DRAM market. The industry media experts surveyed emphasize that the final decision will depend on the company’s strategy: part of the cost increase may be offset by more expensive memory upgrades, part by a selective revision of prices for new models, and part by internal reserves and optimization.
Apple Inc. will surpass South Korea’s Samsung Electronics in global smartphone shipments in 2025 for the first time in 14 years, according to experts at Counterpoint Research.
According to the company’s forecast, iPhone shipments to the global market will reach 243 million units this year, while Samsung smartphone shipments will total around 235 million units.
Apple’s share of the global smartphone market at the end of the year is expected to be 19.4%, while Samsung’s will be 18.7%.
The optimistic forecasts for Apple are linked to the success of the iPhone 17 line, which the company unveiled in September. Counterpoint calls sales of this line of devices during the current holiday season “outstanding.”
Sales of iPhone 17 smartphones in the first four weeks after their launch were 12% higher than the previous iPhone 16 line, Counterpoint notes. In China, a key market for Apple, sales of these devices during the same period exceeded the previous line’s results by 18%.
Meanwhile, Samsung is facing difficulties due to growing competition from Chinese manufacturers in the budget and mid-range price segments, which is limiting the South Korean company’s sales.
Counterpoint analysts expect Apple to maintain its sales leadership in the global smartphone market until the end of 2029.
Apple Inc. intends to continue increasing investment in business development in China and further strengthening cooperation with the aim of achieving mutually beneficial development, said the company’s chief executive Tim Cook at a meeting with China’s Minister of Industry and Information Technology Li Lichen.
The minister noted that China’s massive domestic market and comprehensive industrial system have enormous potential in terms of investment and consumption, according to Xinhua News Agency.
“We hope that Apple will continue to develop the Chinese market, actively participate in China’s reindustrialization, and work with Chinese companies to promote innovative development across the entire production chain,” Li Lichen said.
He added that China is committed to a policy of openness to the outside world, intends to promote the application of intelligent technologies in industrialization and the intelligent transformation of industry, and will contribute to the creation of a favorable business environment for enterprises with foreign capital participation, including Apple.
Apple has unveiled the new generation of its flagship smartphone, the iPhone 17.
The key features of the new product are: a screen with a refresh rate of 120 Hz — providing a smoother image and a comfortable gaming experience,
a 6-core Apple Silicon A19 processor — a new generation chip focused on high performance and energy efficiency, an anti-glare display coating — allowing for more comfortable use of the device in bright sunlight, and built-in Apple Intelligence artificial intelligence — a system of personalized AI features integrated into the smartphone’s interface and applications.
Apple positions the iPhone 17 as a device that ushers in a new era in mobile technology, emphasizing intelligent features: adaptive recommendations, on-device data processing without sending it to the cloud, and support for generative capabilities.
Analysts note that the integration of Apple Intelligence could become a competitive advantage in the battle with Android smartphones, where AI features are already being actively used by the largest manufacturers.
The European Union recently postponed punishing Apple and Meta Platforms, temporarily avoiding a conflict with U.S. President Donald Trump’s administration while working on a trade deal with the United States, The Wall Street Journal reported.
“The two titans of digital advertising face unprecedented legal threats over tactics they used to achieve dominance,” the publication writes, specifying that antitrust measures are involved.
The European Commission initially planned to announce suspension orders against the tech giants, an informed source told the publication. Both companies could also be fined, the report said.
India has opened its market to apples from Ukraine, the head of the State Service of Ukraine for Food Safety and Consumer Protection, Serhiy Tkachuk, said on Facebook.
“We have important news in the context of opening new foreign markets for the export of Ukrainian agricultural products. Recently, the first trial batch of Ukrainian apples arrived in the Republic of India. The Ministry of
Agriculture and Farmers’ Welfare of India has confirmed the successful completion of the inspection activities of this batch. The Indian side highly appreciated the quality of Ukrainian products and their compliance with the established requirements,” he wrote on Monday.
The head of the State Service of Ukraine for Food Safety and Consumer Protection noted that foreign partners positively assessed compliance with the criteria and requirements for the selection, pre-shipment storage, processing and transportation of Ukrainian agricultural products to India.
Tkachuk thanked the Indian side for the fruitful cooperation and expressed hope that it would continue.
The Head of the State Service of Ukraine for Food Safety and Consumer Protection assured that the agency, together with the Ministry of Foreign Affairs, will continue to work to expand opportunities for Ukrainian producers. “Support for the state’s economy and Ukrainian exporters is vital in the context of a full-scale war,” he summarized.
