AAPL · News · 20261001N

Memory Cost and Pricing Pressure

Apple Inc. · 2026-10-01 · Importance 17 · Surprise 24

Morgan Stanley expects Apple’s fall product cycle, including new iPhones and Macs, to support revenue growth. The firm also expects lower iPhone average selling prices and higher memory costs to offset those gains. The reported assessment implies component-cost pressure and pricing or mix headwinds for the new-device cycle.