[Maakuth]

Why would you expect Apple to give up their margin? The DRAM price hikes affect every smartphone vendor, even Samsung through opportunity cost. That means the competition will also need to hike their prices. And the competition has lower margin, so they have less choice here.

[frollogaston]

Because Apple's main competition is themselves a few years ago, when they sold an iPhone or whatever to a happy customer who might return for an upgrade even though it still works. Not many people are switching platforms nowadays.

[ben_w]

> Why would you expect Apple to give up their margin?

Price go up, demand go down: https://en.wikipedia.org/wiki/Supply_and_demand#/media/File:...

(The iPhone is only a premium brand, not a Veblen good).

[theturtletalks]

Apple has services and the App Store that still collects 30%. I don’t think they will raise iPhones prices by much but rumors say the iPhone Foldable is coming and that will be $2K+. People will pay it and that will subsidize the other models.

[close04]

There's a limit to what even a wealthy customer can stomach. They need to consider what costs them more, Apple eating $50-$100 of the cost, or people holding on to an iPhone one year longer than usual.

These announcements have another effect of boosting sales now. Summer is usually a sales slump so selling more now is probably good for Apple.