from the Apple call last night
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Look at what John Ternus is telling investors:
Memory pricing is unprecedented. That's an extraordinary admission from a company with Apple's purchasing power.
Prices rose in the September quarter and will rise further in December.
Prices will continue increasing beyond December. This isn't being described as a temporary spike.
Existing inventory is cushioning the impact, but that protection will progressively disappear.
Apple has already increased product prices to help offset component inflation.
And here's the important bit: Apple is one of the largest, most sophisticated component purchasers in the world. If Apple cannot negotiate its way around rising memory prices, smaller customers are hardly going to fare better.
seems fitting to quote a real conversation from a decade ago
Back in 2015, Apple's notoriously aggressive procurement chief, Tony Blevins, threatened a SanDisk salesman that he would make its CEO, Sanjay Mehrotra, come crawling back to Apple on his knees.
Sanjay was then CEO of SanDisk. Today, of course, he's CEO of Micron.