Apple Declares It’s Preserving Costs the Identical Regardless of the RAM Apocalypse

Apple is profitable with its newest devices over the competitors by doing the naked minimal. On Monday, the tech big dropped its first particulars about its new iPhone 17e and iPad Air with M4. One factor about each bulletins caught out—principally as a result of Apple hardly ever remarks on worth. Each new gadget was “the same starting price” as final yr’s mannequin.

The iPhone 17e begins at $600, the identical as final yr’s iPhone 16e. This time, it comes with extra base storage—256GB as an alternative of 128GB. It packs in just a few additional upgrades as effectively, together with MagSafe charging and improved wi-fi and mobile connectivity. The M4 iPad Air has an upgraded chipset and improved connectivity chips for a similar $600 beginning worth because the 11-inch M3 model (it’s $800 for the 13-inch iPad Air). It has the identical beginning 128GB storage however now has 12GB of unified reminiscence versus the M3’s 8GB.

In some other yr, these comparatively minor refreshes would really feel extra blasé. The iPhone 17e nonetheless has comparatively giant display bezels, a 60Hz refresh charge display, and a digital camera notch somewhat than the newer Dynamic Island. However, with the price of reminiscence and flash storage spiking throughout the board, tech firms have largely inflated costs of their gear. Laptops particularly took a success. I’ve seen units from Dell, MSI, and extra firms apart from drive up costs in comparison with earlier laptop computer fashions from previous years. Apple is making it clear it’s not altering its pricing construction simply but regardless of the ballooning value of DRAM (dynamic random entry reminiscence) and SSDs (stable state drives).

When you examine the iPhone 17e to Google’s newest midrange cellphone, the distinction is much more putting. Gizmodo went hands-on with Google’s Pixel 10a final month and located the one actual distinction in comparison with the Pixel 9a was the diminished digital camera bump. The Pixel 10a makes use of the identical Tensor G4 chip and options some minor software program options first launched within the Pixel 10. The new cellphone prices $500, the identical as final yr’s mannequin. You can discover a Pixel 9a for cheaper in 2026.

Samsung’s Galaxy S26 and S26+ function new Qualcomm Snapdragon 8 Elite Gen 5 chips, however they every value $100 greater than the S25 collection. While the brand new telephones are full of extra AI software program options, they don’t seem to be the sort of main upgrades that demand a markup. Google and Samsung have made their respective selections. Either they hike costs, or they hold the {hardware} just about the identical.

Gadgets should not getting any cheaper

Apple is making a press release. It’s proclaiming its intent to maintain costs the identical as earlier than the beginning of 2026, regardless of the mess of worldwide RAM prices. The main reminiscence producers Samsung, Micron, and SK Hynix have all devoted almost all of their semiconductor manufacturing to piecing collectively the high-end reminiscence wanted for AI knowledge facilities. Just half a yr in the past, RAM was one of many cheaper parts that went into any computing gadget, whether or not it was a cellphone or a PC. Now, main tech firms are virtually begging the highest three reminiscence makers for any and all RAM allocation. It’s clear primarily based on Samsung’s newest cellphone worth hikes that its cellular division can’t safe any higher deal regardless of residing underneath the identical proverbial roof as its semiconductor arm.

Last week, Korean enterprise information outlet DealSite reported Apple agreed to a 100% enhance in RAM costs from Samsung for its iPhone 17 collection. However, Samsung later disputed these claims, telling a number of shops the report was “baseless and not true.” DealSite later amended its story to take away any point out of Apple. Either Apple has managed to mitigate the RAM crunch initially of this yr, or it’s consuming the fee. Apple usually depends on its higher-end units to make up losses from its extra inexpensive choices. The tenor might change later within the yr when Apple lastly provides particulars of its anticipated iPhone 18 collection.

It appears like we’re in topsy-turvy land. It’s not as if Apple is making issues inexpensive. The firm’s units have by no means been low cost. Now, immediately, PCs, telephones, and laptops are inching nearer to Apple’s baseline prices whereas the Tim Cook-led firm is retaining costs regular. Apple usually makes clients pay by the nostril for RAM upgrades for its units. Now, virtually each different tech agency is compelled to do the identical. It looks like the time period “value” now interprets to not mountain climbing costs by the roof.