[News] Audits, Rejected Orders and a Shot iPod: Apple’s Reported NAND Playbook Before the AI Memory Crunch

What happened

According to The Wall Street Journal, Apple, once one of the most powerful buyers in the NAND flash market, is losing some of its negotiating leverage as AI-driven demand gives memory suppliers greater pricing power. Meta, Microsoft, and Amazon have signed long-term supply agreements with Kioxia this year at higher prices, strengthening the chipmaker's negotiating position. Separately, South Korean outlet Economy Tribune reports that Apple has reportedly turned to a long-term NAND supply agreement, with market watchers identifying Kioxia as the likely partner; the terms remain undisclosed and this is a reported plan. The report adds that Apple may also pursue long-term agreements with Samsung Electronics, SK hynix, and Micron to secure future LPDDR5X and LPDDR6 supplies. According to TrendForce, memory's share of the 256GB iPhone Pro's bill of materials rose from around 10% a year earlier to 34% in 3Q26 and could exceed 40% in 1H27; TrendForce also estimates the iPhone 18 Pro's total BOM cost could rise 38% YoY, potentially forcing Apple to sacrifice margins to maintain shipments.

Impact and signal

Affected components and suppliers

Source and time

Source: TrendForce · 10/29/2026 · View original source