By early 2026, TrendForce projected that conventional DRAM contract prices would surge 90% to 95% quarter-over-quarter in Q1 2026, while NAND flash prices were expected to rise 55% to 60% in the same period . PC DRAM prices were projected to increase by over 100% in a single quarter, setting a new record for the steepest quarterly surge ever recorded in the memory industry .

What Elon Musk and Apple Said

Apple CEO Tim Cook told the Wall Street Journal that price hikes are "inevitable" and called the memory shortage "a hundred-year flood" — saying he'd "never seen anything like it in any area in over 40 years" . He stated Apple can no longer absorb the soaring memory-chip costs .

Elon Musk reposted Cook's comments on X and called Apple's resulting product price increases "the biggest price jump in anything I've ever seen too" . He issued one of his strongest warnings yet about the widening gap between AI demand and global hardware production, later adding that the production shortfall relative to demand was "insane" and called for much higher output .

Companies and Products Affected

• Apple — Raised prices on MacBooks, iPads, and Apple TV by up to 42% on some models in late June 2026; refurbished devices also saw large increases . The company said it has "never seen a component price increase this much, this quickly" .
• Microsoft — Raised Xbox console prices worldwide by up to $300 (as much as 25%) on June 25, 2026, with increases taking effect from August 1 .
• HP Inc. — Increased retail prices on PCs amid rising memory costs .
• Raspberry Pi — Raised prices on its single-board computers to counteract rising memory chip expenses .
• Dell and Lenovo — Also hiked laptop prices by roughly 20% to 25% .
• Chinese handset makers — Reducing chipset inventory and taking a cautious approach to production .

The IDC forecasts that the average price of smartphones will increase by 14% in 2026, reaching a record high . Soaring memory costs are also expected to reduce global personal computer shipments by up to 10.4% . The mid-range smartphone segment may be hit particularly hard, with Counterpoint Research noting that the memory chip shortage has already led to a 15% increase in bill-of-materials costs for smartphone models with higher memory configurations .

Hyperscaler Capital Spending Surge

Hyperscaler capital expenditure has surged to record levels in 2026 as Amazon, Microsoft, Google, and Meta compete to build AI infrastructure:

Key individual commitments include Amazon pledging roughly $200 billion in 2026 capex, Alphabet targeting $175–185 billion, Meta planning $115–135 billion, and Microsoft projecting about $105 billion .

Analyst Predictions for Duration of the Shortage

The consensus across major analysts and industry executives is that the shortage will deepen through 2027 and likely persist into 2028:

• Goldman Sachs (June 2026) — The AI-driven memory squeeze will run tighter in 2027 than in 2026 and stay tight into 2028, potentially the deepest supply crunch in industry history .
• SK Hynix (via Citi) — The memory deficit could persist until late 2027. SK Hynix has said all of its chips are sold out through 2026 .
• Omdia and TrendForce — The shortage of HBM and conventional DRAM will persist through at least 2027 .
• Avnet Silica — Normalization is not expected until new fab capacity comes online in 2027 or 2028 at the earliest .
• Intel CEO Lip-Bu Tan (February 2026) — Said there is "no relief until 2028," the most pessimistic mainstream forecast from a named executive .
• Synopsys CEO Sassine Ghazi — Told CNBC the chip "crunch" is expected to persist through 2026 and 2027 .
• Tech-Insider analysis — New fab capacity from Micron and SK Hynix will not reach volume production until 2027 at the earliest, creating a prolonged supply-demand imbalance .

The shortage is distinct from the 2021 pandemic-era disruption and is the direct result of AI infrastructure demand consuming a growing share of global memory fabrication capacity, a structural shift rather than a short-term surge .

By early 2026, TrendForce projected that conventional DRAM contract prices would surge 90% to 95% quarter-over-quarter in Q1 2026, while NAND flash prices were expected to rise 55% to 60% in the same period . PC DRAM prices were projected to increase by over 100% in a single quarter, setting a new record for the steepest quarterly surge ever recorded in the memory industry .

What Elon Musk and Apple Said

Apple CEO Tim Cook told the Wall Street Journal that price hikes are "inevitable" and called the memory shortage "a hundred-year flood" — saying he'd "never seen anything like it in any area in over 40 years" . He stated Apple can no longer absorb the soaring memory-chip costs .

Elon Musk reposted Cook's comments on X and called Apple's resulting product price increases "the biggest price jump in anything I've ever seen too" . He issued one of his strongest warnings yet about the widening gap between AI demand and global hardware production, later adding that the production shortfall relative to demand was "insane" and called for much higher output .

Companies and Products Affected

• Apple — Raised prices on MacBooks, iPads, and Apple TV by up to 42% on some models in late June 2026; refurbished devices also saw large increases . The company said it has "never seen a component price increase this much, this quickly" .
• Microsoft — Raised Xbox console prices worldwide by up to $300 (as much as 25%) on June 25, 2026, with increases taking effect from August 1 .
• HP Inc. — Increased retail prices on PCs amid rising memory costs .
• Raspberry Pi — Raised prices on its single-board computers to counteract rising memory chip expenses .
• Dell and Lenovo — Also hiked laptop prices by roughly 20% to 25% .
• Chinese handset makers — Reducing chipset inventory and taking a cautious approach to production .

The IDC forecasts that the average price of smartphones will increase by 14% in 2026, reaching a record high . Soaring memory costs are also expected to reduce global personal computer shipments by up to 10.4% . The mid-range smartphone segment may be hit particularly hard, with Counterpoint Research noting that the memory chip shortage has already led to a 15% increase in bill-of-materials costs for smartphone models with higher memory configurations .

Hyperscaler Capital Spending Surge

Hyperscaler capital expenditure has surged to record levels in 2026 as Amazon, Microsoft, Google, and Meta compete to build AI infrastructure:

Key individual commitments include Amazon pledging roughly $200 billion in 2026 capex, Alphabet targeting $175–185 billion, Meta planning $115–135 billion, and Microsoft projecting about $105 billion .

Analyst Predictions for Duration of the Shortage

The consensus across major analysts and industry executives is that the shortage will deepen through 2027 and likely persist into 2028:

• Goldman Sachs (June 2026) — The AI-driven memory squeeze will run tighter in 2027 than in 2026 and stay tight into 2028, potentially the deepest supply crunch in industry history .
• SK Hynix (via Citi) — The memory deficit could persist until late 2027. SK Hynix has said all of its chips are sold out through 2026 .
• Omdia and TrendForce — The shortage of HBM and conventional DRAM will persist through at least 2027 .
• Avnet Silica — Normalization is not expected until new fab capacity comes online in 2027 or 2028 at the earliest .
• Intel CEO Lip-Bu Tan (February 2026) — Said there is "no relief until 2028," the most pessimistic mainstream forecast from a named executive .
• Synopsys CEO Sassine Ghazi — Told CNBC the chip "crunch" is expected to persist through 2026 and 2027 .
• Tech-Insider analysis — New fab capacity from Micron and SK Hynix will not reach volume production until 2027 at the earliest, creating a prolonged supply-demand imbalance .

The shortage is distinct from the 2021 pandemic-era disruption and is the direct result of AI infrastructure demand consuming a growing share of global memory fabrication capacity, a structural shift rather than a short-term surge .