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The MacBook Neo is Apple's flagship product for 2026. Photo: Bloomberg . |
The RAM memory crisis is disrupting the global PC industry. Amidst this bleak picture, Apple is emerging as the biggest beneficiary.
In March, Apple launched the MacBook Neo at a price of just $600. Despite having only 8GB of RAM, the machine still runs smoothly thanks to the unified memory architecture on the A18 Pro chip. RAM is shared between the CPU and GPU, resulting in much higher efficiency compared to traditional designs.
The launch of the MacBook Neo is a devastating blow to the market share of Windows laptop manufacturers. Nick Wu, ASUS's CFO, described Apple's new MacBook as "a shock to the entire market," and said that all PC manufacturers must closely monitor the product. He also admitted that ASUS needs more time to prepare a response.
The RAM crisis exacerbates the situation. Just three companies—SK Hynix, Samsung, and Micron—produce over 90% of the world's memory chips. AI data centers are absorbing the majority of production, depleting the supply for consumer products.
According to Counterpoint Research , consumer RAM prices are projected to increase by 50% in the last quarter of 2025, with a further 40–50% increase forecast for this quarter. The CEO of SK Hynix warns that the shortage could last until 2030.
For Windows laptop manufacturers, the pressure is mounting. HP revealed that RAM now accounts for over 30% of the production cost of each PC. TrendForce warns that laptop prices could increase by up to 40% if manufacturers want to protect their profit margins. A $900 laptop could go up to $1,260.
Apple is not bound by those pressures. The iPhone maker designs its own chips, independent of Qualcomm or Intel. The company also doesn't pay Windows licensing fees to Microsoft. Apple's gross profit margin is projected to reach 46.9% in 2025, while ASUS's is only 15.3%.
Apple's PC market share currently hovers around 9–10%. Analysts believe this could be a rare opportunity for Apple to significantly increase that figure. If Windows competitors are forced to raise prices while Apple maintains or even lowers them, consumers will have a clear reason to switch to Macs.
Source: https://znews.vn/thoi-co-hiem-co-cua-apple-post1639862.html
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