Apple is turning the current AI-fueled memory shortage into an advantage, using the ongoing crunch in mobile DRAM supply as both a strategic opening and a way to box out rivals. That’s the key message from a new research note by Daishin Securities, which argues that Apple is actively leveraging tight memory availability to strengthen its position across iPhone, Mac, and the broader device ecosystem.
The idea that Apple has been aggressively securing mobile DRAM has been circulating in supply-chain chatter since early April, with claims that the company was buying up essentially every available batch of mobile DRAM it could find. Now, Daishin Securities is backing up at least part of that narrative, saying Apple is effectively hoarding memory to limit how much competitors can obtain—potentially preventing rival brands from hitting their shipment goals.
At the same time, Apple is reportedly raising its own iPhone shipment target to 240 million units. While that number is described as conservative, it still signals confidence that Apple can sustain output even as other device makers struggle with component constraints.
The report also describes a ripple effect that’s worsening the shortage: Apple’s large-scale buying is said to be triggering panic among Chinese smartphone manufacturers, prompting them to stockpile mobile DRAM as well. When major players start hoarding limited supply at the same time, the market tightens further—pushing availability down and intensifying competition for remaining inventory.
What makes this strategy especially potent is how it connects to pricing. One well-known industry analyst advised earlier this year that Apple could use its financial strength to absorb unusually high memory costs—accepting some margin pressure—to keep retail pricing stable across its product lineup. In a period where many electronics makers are being forced to raise prices, locking in supply and holding the line on pricing can become a powerful differentiator for consumers comparing laptops, tablets, and phones.
That dynamic is already showing up in the premium laptop market. After Microsoft rolled out significant price increases for Surface devices, Apple’s MacBooks suddenly look more competitive on price for similar mainstream configurations. For example, the 12-inch Surface Pro now starts at $1,049, while Apple’s 13-inch MacBook Air with the M4 chip starts at $999. Previously, the base Surface Pro configuration sold for $799, making the latest jump especially noticeable for shoppers.
On the high end, the gap matters just as much. A 15-inch Surface laptop configuration with 64GB of RAM, a Snapdragon X Elite processor, and a 1TB SSD now costs $3,649. By comparison, an Apple 16-inch MacBook Pro with an M5 Pro chip, 64GB of RAM, and a 1TB SSD starts at $3,299—giving Apple a clearer pricing edge in a segment where buyers often compare specs line by line.
Taken together, the takeaway is straightforward: as AI workloads drive demand for bigger memory configurations and the supply of mobile DRAM stays constrained, Apple appears to be treating memory procurement like a competitive weapon. By locking up supply and keeping prices steadier than rivals, Apple can protect its shipment targets, put pressure on competitors’ inventories, and gain an even stronger value argument—especially as other PC and device makers respond to rising component costs with higher retail prices.
