Apple Blames '100-Year Flood' in Memory Prices — And Hints the DRAM Market Needs More Competition

Apple Says Memory Inflation Forced Price Increases When asked about pricing, Cook said Apple had little choice but to pass along some of the higher costs. “We reluctantly raised prices,” Cook said. “We did it because we’re in what I would characterize as a 100-year flood on the memory pricing, with exponential increases in memory prices.” Cook added that Apple expects those costs to climb further. “We expect to pay even higher memory costs,” he said, noting that higher DRAM (Dynamic Random Access Memory) prices are only being partially offset by lower costs for certain non-memory components and existing inventory purchased before prices surged.