On July 13, KIS analyst Minsook Chae cut her Q2 operating profit forecast to ₩60.4 trillion (8% below the prior consensus of ~₩65 trillion), citing weaker commodity DRAM price increases and a higher HBM mix that lowered blended ASP growth . KIS revised its Q2 DRAM blended ASP growth estimate down to 28.9% QoQ (from 50% previously) and commodity DRAM ASP growth to 34.2% (from 60.6%), reflecting that HBM's higher mix is pulling average prices lower even as volumes soar
. This revision triggered a sharp stock sell-off — SK Hynix shares fell as much as 12% on the news
. So the consensus has been in flux, making the July 29 print particularly important.
SK Hynix posted a record Q1 2026 operating profit of ₩37.6 trillion on revenue of ₩52.6 trillion, with an operating margin of 72% . Profit had jumped roughly five-fold from the prior year
, already establishing it as the dominant beneficiary of the AI memory boom. CFO Kim Woo-hyun stated on the Q1 earnings call that demand for high-bandwidth memory will exceed supply for the next three years
.
The memory industry's traditional boom-and-bust cycle is the central worry. Analysts warn that massive capacity investments by Samsung and SK Hynix — hundreds of billions of dollars over the next decade — raise the risk of future oversupply and a sharp downturn . Reuters noted that chip plants take years to build and ramp up, meaning much of the new capacity will not arrive until well into the next decade
.
SK Group Chairman Chey Tae-won himself said in July 2026 that current AI memory prices are "too high" and argued the industry should focus on expanding supply rather than maximizing short-term pricing power, signaling concern that elevated prices could invite competitive risk .
Volatility in SK Hynix's stock — including a record single-day plunge in the Kospi after the company signaled it might slow its AI memory business — has been described as evidence of "excessive froth" that calls the rally's sustainability into question .
While some analysts argue that AI has structurally broken the old cyclical pattern (a "supplier-led shortage cycle" that could persist through 2027 ), others caution that the market's refusal to look past peak earnings is a classic late-cycle signal
. Deutsche Bank advised investors to "remain prepared for ongoing AI-related disruptions"
.
The July 29 report will be a crucial test. The core debate has shifted from "is demand strong" to "how durable are pricing power, HBM leadership, and supply discipline through 2027 and beyond" . Key questions include: Will operating profit hit the ~₩60–65 trillion range at margins approaching 75–77%? Did the KIS downgrade accurately capture the HBM mix effect on ASPs? And can SK Hynix maintain its dominant position in HBM as Samsung ramps up production?