Hua Er Jie Jian Wen·2026-01-15 12:24Core Viewpoint - The global technology hardware industry is facing a severe "profit defense battle" due to skyrocketing storage component prices, leading to significant differentiation within the industry. While storage chip manufacturers are experiencing explosive profit growth, downstream equipment manufacturers are forced to make difficult choices between sacrificing profit margins and raising prices to curb demand [1]. Group 1: Price Surge and Profit Impact - Samsung reported a more than 30% increase in average selling prices for DRAM and approximately 20% for NAND chips, resulting in a profit increase of over two times, with this price trend expected to continue through 2026 [1]. - The price surge is driven by AI demand, described by IDC as an "unprecedented storage chip shortage," posing a crisis for equipment manufacturers [1]. - Apple and HP stocks have reacted negatively, with Apple down 4.4% at the start of 2026, making it one of the weakest stocks in the Nasdaq 100 index, while HP's stock hit its lowest level since November 2020 [1]. Group 2: Divergent Stock Performance - The past year has seen a stark divide in stock performance, with storage companies like SanDisk, Micron Technology, and Western Digital emerging as market winners, with SanDisk leading the S&P 500 index with over 60% gains entering 2026 [2]. - In contrast, hardware giants are struggling, with Apple only rising 8.6% in 2025 and continuing to decline, while HP's market value shrank by nearly one-third in 2025 and fell another 6.8% at the start of 2026 [2]. - Dell's stock has dropped 28% since reaching a historical high in October of the previous year, indicating the tough situation for hardware companies [2]. Group 3: Profit Erosion and Cost Pressures - Storage components account for 10% to 20% of the material costs in consumer hardware products, leading to rapidly downgraded profit expectations for companies [3]. - HP is particularly affected, with estimates indicating that rising storage costs will reduce its adjusted EPS by $0.30 in 2026, and market expectations for HP's net EPS have been downgraded by 7.1% in the past month [3]. - Even Apple, with strong pricing power, is expected to be impacted by the significant rise in storage component costs over the next two years [3]. Group 4: Structural Supply Shortage - The current supply shortage is characterized as a strategic reallocation of global silicon wafer capacity, differing from typical cyclical shortages, indicating that price pressures are unlikely to dissipate quickly [5]. - The extreme scarcity of supply is expected to persist in the short term, affecting semiconductor manufacturers that supply chips for smartphones, leading to downgrades for Qualcomm and Arm by Mizuho Securities and Bank of America [5]. - Among the hardware companies, only Dell is viewed positively due to its server business growth, which can partially offset the headwinds from rising storage costs [5].