Hua Er Jie Jian Wen·2025-11-17 09:01Core Insights - A significant "super cycle" in storage chips is impacting the profit outlook for PC and server manufacturers, with Morgan Stanley warning of severe profit margin erosion due to skyrocketing storage chip prices [1][2][3] Price Surge and Market Dynamics - The current price surge in storage chips is driven by increased demand from AI infrastructure, a shift towards high bandwidth memory (HBM), and insufficient investment in NAND flash memory [2][7] - DRAM spot prices have surged over 260% in the past two months, while NAND flash prices have increased by over 50% since the beginning of the year [3][7] Historical Context and Comparison - The previous storage super cycle from 2016 to 2018 serves as a reference point, where OEM profit margins and stock valuations faced pressure after a similar price increase [9][11] - Key differences in the current cycle include a more rapid price increase and a weaker demand environment for non-AI hardware compared to the previous cycle [11][13] Impact on Hardware Manufacturers - Morgan Stanley has downgraded ratings for several global hardware giants, predicting dual pressure on profits and valuations [14] - PC and server manufacturers, particularly those heavily reliant on DRAM, are identified as the most vulnerable, with Dell, HP, Asus, and Acer being the most affected [15][17] Company-Specific Ratings Changes - Dell Technologies: Downgraded from "Overweight" to "Underweight," target price reduced from $144 to $110 due to severe impact from rising storage costs [17] - HP Inc.: Downgraded from "Market Perform" to "Underweight," target price lowered from $26 to $24 as profit margin pressures offset market recovery [17] - Asus: Downgraded from "Market Perform" to "Underweight," target price cut from NT$625 to NT$500 due to reliance on price-sensitive consumer markets [17] - Lenovo Group: Downgraded from "Overweight" to "Market Perform," with over 60% of its PC business targeting the enterprise market, which is better positioned to absorb cost increases [17]