Micron's CEO accused Apple of taking advantage of the industry downturn to slash prices significantly, leading to a current severe capacity shortage.
2026.06.26 17:53:23
Micron Technology Chief Commercial Officer Sumit Sadana hinted that "certain specific major clients" (Apple) used negotiating leverage during the last industry downturn to slash prices sharply, severely undermining the company’s ability to invest in production capacity and sowing the seeds for the current severe memory chip shortage. Additional data shows that Apple’s price-cutting practices led to massive losses for suppliers including Micron and SK Hynix in 2022 and 2023, with some posting gross margins as low as -90%. Meanwhile, Apple reaped over $16 billion in profits via its tiered pricing strategy for different iPhone storage capacities. Interestingly, three years later, Apple has reaped what it sowed. Yesterday, Apple was forced to raise prices for its hardware products amid a surge in storage chip costs, a move that subsequently triggered a sharp plunge in the company’s stock price.
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