Apple CEO Tim Cook says the company is fighting 'a hundred-year flood' on memory pricing — expects to pay even more for memory in September following recent price hikes

Tim Cook on a stage
(Image credit: Getty Images)

Apple will pay even more for memory in the September quarter than it did in the June quarter, CEO Tim Cook told analysts on the company's earnings call on July 30, after memory costs accounted for more than the entire sequential decline in Apple's adjusted gross margin. Cook, speaking from Cupertino on his final call before John Ternus takes over as CEO, called the market "a hundred-year flood on the memory pricing." Apple's consolidated financial statements for the quarter ended June 27 put inventories at $11.09 billion, up 87% year over year, with $5.46 billion of cash consumed building that position over nine months. CFO Kevan Parekh said the benefit Apple gets from that carry-in inventory shrinks after September.

Apple held $5.93 billion of inventory at the end of June 2025 and $5.72 billion at its September fiscal year end, so the $11.09 billion reported for June 27 is a 94% increase in nine months. The cash flow statement puts the same movement at $5.46 billion consumed by inventories over those nine months, against a $1.22 billion release in the year-ago period. Measured against quarterly cost of sales of $54.65 billion, the June position works out to roughly 18.5 days of inventory, up from about 10.7 days a year earlier. Apple has run one of the leanest working capital positions in consumer electronics for two decades, but that has now been flipped on its head.

Parekh told analysts the carry-in inventory partially offset memory costs in the June quarter and will do so again in September, with a decreasing benefit beyond that. Cook said market pricing for memory keeps rising past September and that the effect on Apple's business could grow. Erik Woodring of Morgan Stanley asked whether Apple intends to pursue multi-year long-term agreements with suppliers at pre-agreed prices. Cook answered the second half of the question, on pricing philosophy, and left the agreements question alone.

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Company gross margin was 49.3% in the March quarter and 48.1% in June, once the roughly two percentage points of tariff refunds come out, Parekh said, and more than 100% of that 120 basis point decline is explained by memory costs. Apple guided September gross margin to 47% to 48%, including about one percentage point of tariff refunds, putting the adjusted midpoint near 46.5%, and Parekh attributed that step down to the same dynamic. Foreign exchange was a factor in the June quarter but not the main one.

The cost of sales for products rose 8.1% year over year to $47.15 billion, while product revenue increased 18.1% to $78.68 billion, which lifted product gross margin to 40.1% from 34.5%. The Mac and iPad price increases that came in June, the tariff refunds, and the stockpile together more than covered the memory increase in the reported quarter. On the other side of the trade, SK hynix ran a 76% operating margin over the same three months on revenue of 79.32 trillion won and operating profit of 60.54 trillion won, the company said recently, and guided third-quarter DRAM bit shipments up only about 10% sequentially. TrendForce expects conventional DRAM contract prices to rise a further 13% to 18% in the third quarter.

Cook, asked whether Apple's push for sourcing flexibility is about securing volume or protecting its price points, said the DRAM market has three suppliers and that more of them would help on the supply side and perhaps on pricing, then corrected himself to say the pricing effect is unclear. He said Apple is "evaluating all options." The fourth supplier available to him is CXMT, which the Financial Times reported in July that Apple has begun testing DRAM for devices sold in China while lobbying Washington for clearance to use its parts more broadly. Representatives John Moolenaar and George Whitesides wrote to Commerce Secretary Howard Lutnick earlier this month, asking for purchases from CXMT and YMTC to be barred outright, including through allied supply chains. CXMT listed on Shanghai's STAR Market in July.

The unit supply constraints Apple flagged for the September quarter are a separate problem from memory pricing. Cook attributed them to the availability of the advanced process nodes Apple's SoCs are built on, after iPhone and Mac demand ran ahead of the company's plan, and said they'll hit iPhone, Mac, and iPad in September, against Mac primarily in the June quarter. Apple guided September revenue growth of 9% to 11% year over year, down from 16% in the previous quarter.

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Luke James
Contributor

Luke James is a freelance writer and journalist.  Although his background is in legal, he has a personal interest in all things tech, especially hardware and microelectronics, and anything regulatory. 

  • Tiz.io
    Poor apple, what else could they do? They're only marking up RAM about 6-10x right now. It stands to reason they need to increase the multiple as prices go up.
    Reply
  • bigdragon
    I worry the RAM market has entered a feedback loop of higher prices causing competitive booking of capacity further out causing even higher prices causing... just repeat over and over again. This is exactly the sort of situation a new competitor can disrupt. Good thing the politicians are racing to ban those new competitors!

    https://i.kym-cdn.com/entries/icons/original/000/018/012/this_is_fine.jpeg
    Reply
  • vanadiel007
    bigdragon said:
    I worry the RAM market has entered a feedback loop of higher prices causing competitive booking of capacity further out causing even higher prices causing... just repeat over and over again. This is exactly the sort of situation a new competitor can disrupt. Good thing the politicians are racing to ban those new competitors!

    https://i.kym-cdn.com/entries/icons/original/000/018/012/this_is_fine.jpeg

    The new competitor will do the same thing and sell mostly to the AI market as they are willing to pay very high prices right now.

    There's only 2 ways out:

    1. Flood the market with memory so abundant that the price collapses. Not a good idea since it requires production capacity we simply do not have.
    2. Regulate the RAM market on a temporary basis until pricing stabilizes.

    Something will need to happen soon.
    Reply
  • tommo1982
    I think flood as in rain is needed more than RAM atm. With all the heat waves in 2026
    Reply
  • ezst036
    Yall should be switching to Linux so you can use le$$ memory.

    $ave$ mon$y.
    Reply
  • DougMcC
    vanadiel007 said:
    The new competitor will do the same thing and sell mostly to the AI market as they are willing to pay very high prices right now.

    There's only 2 ways out:

    1. Flood the market with memory so abundant that the price collapses. Not a good idea since it requires production capacity we simply do not have.
    2. Regulate the RAM market on a temporary basis until pricing stabilizes.

    Something will need to happen soon.
    Here's a third:
    Literally any of the thousands of AI researchers working day and night on this problem find a meaningful optimization of the memory usage for frontier models. A single significant optimization and the memory demand goes poof.
    Reply
  • bigdragon
    ezst036 said:
    Yall should be switching to Linux so you can use le$$ memory.

    $ave$ mon$y.
    That doesn't work for everyone. Many of us rely upon programs that use a lot of RAM. Blender hoards RAM whether you're on Windows or Linux -- it doesn't matter. High resolution sculptures are very demanding to work with. A lot of other development tools can be that way too. Not everyone is simply a gamer or web user.
    Reply
  • Mark Knight
    This is comical, he's upset that now he has to charge 12x rather than 6x as much as he did previously to the issue 🤦‍♂️
    Reply
  • Ricket5
    vanadiel007 said:
    The new competitor will do the same thing and sell mostly to the AI market as they are willing to pay very high prices right now.

    There's only 2 ways out:

    1. Flood the market with memory so abundant that the price collapses. Not a good idea since it requires production capacity we simply do not have.
    2. Regulate the RAM market on a temporary basis until pricing stabilizes.

    Something will need to happen soon.
    If someone built up the capacity (takes years) too flood the market and it did collapse that means anyone who built capcacity would go bankrupt and we'd be left with less RAM companies and back to where we are. This is a great idea if you want to bankrupt RAM companies and be stuck with the one company who wasn't stupid enough to build capacity.

    Regulation is not going to happen. Unless you declare RAM a sort of national security/critical resource at which point what will happen is it will ALL go to productive use. IE nothing for gaming and hobby stuff at all. You want to kill PC gaming this is how you do it.

    PC gamers need to accept we are going to the cloud. It was always going to be this way. PC gaming master race will lead the way to gaming as a pay per tier service and everyone who's bought a video card since the 8800gtx or a game on Steam has voted for this and shown they want it with their money. We got what we paid for and voted for. Complaining about it now is childish.
    Reply
  • ezst036
    bigdragon said:
    That doesn't work for everyone. Many of us rely upon programs that use a lot of RAM. Blender hoards RAM whether you're on Windows or Linux -- it doesn't matter. High resolution sculptures are very demanding to work with. A lot of other development tools can be that way too. Not everyone is simply a gamer or web user.
    My comment was mainly for the web browser bros and even a level of gamer.

    Plenty of them complaining though meanwhile their reasons and barriers are a whopping zero.
    Reply