大摩调研：内存价格飙升，安卓和PC都遇冲击，但苹果今年不涨价

Core Insights - A "cost storm" in the hardware industry is being driven by a surge in memory prices, with DRAM contract prices expected to rise by 40-70% and NAND prices by 30-35% in Q1 2026, significantly exceeding previous forecasts [1][2] - Most OEM manufacturers, except Apple, are expected to raise prices substantially in the first half of 2026, potentially leading to a decline in shipments of Android smartphones and Windows PCs throughout the year [1][3] - Apple has locked in favorable memory prices and plans to maintain product pricing, which may allow it to gain market share in the iPhone and Mac segments in 2026 [1][4] Memory Price Surge - TrendForce predicts DRAM contract prices will increase by 40-70% in Q1 2026, compared to an earlier estimate of 15-23%, while NAND prices are expected to rise by 30-35%, up from 15-25% [2] OEM Manufacturer Strategies - The anticipated price increases are prompting customers to place orders early, leading to strong performance in Q4 2025 and Q1 2026, but demand is expected to weaken in the second half of 2026 [3] - Server OEMs are likely to see a 5% increase in general server shipments in Q1 2026, contrary to the typical seasonal decline of 10-15% [3] - Dell and HP may initiate significant layoffs to protect operating margins due to rising cost pressures [8] Apple’s Market Position - Apple is maintaining stable product prices despite rising memory costs, which is expected to help it achieve growth in iPhone and Mac shipments in 2026 [4][5] - Apple plans to launch a low-cost MacBook priced at $599 in the first half of 2026, which could further enhance its market share in the PC segment [5] HDD Supply Crisis - The HDD supply shortage is worsening, with a projected shortfall of 200EB over the next 12 months, up from a previous estimate of 100-150EB [6] - HDD manufacturers are reallocating production capacity from consumer-grade to cloud storage applications to meet increasing demand [7] AI Server Market Dynamics - The demand for AI servers is strong, but profit margins remain low, with major OEMs facing ongoing price competition [10]