It appears that the RAM crisis is getting worse than ever as we head further into 2026. I've been closely watching and reporting on memory price hikes — which were soon followed by other PC component cost increases — since this crisis first began, and the worrying thing is, I can't recall a gloomier stream of negative news than I've witnessed over the past few weeks.

That includes Samsung recently declaring that the RAM crisis is going to become more severe in 2027, and rumors that even mighty Apple is floundering in its attempt to secure new RAM supplies from China (as other notebook makers consider this alternative route to the three main memory chip giants: Micron, Samsung and SK Hynix).

Previous to that, we saw laptop maker Framework break news of a truly eye-opening cost increase for mobile RAM, just as one gauge of DDR5 pricing saw it jump in price to a new all-time high (after plateauing earlier this year). On top of that, the boss of SK Hynix voiced the opinion that 2027 will be the worst year in the RAM industry's history, and that the crisis is likely to be drawn out to the next decade.

This isn't just about RAM, of course, but other components, including CPU price rises, and devices themselves — PCs and laptops (and phones). But most notably over the past month it's been graphics cards in the crisis limelight. We've witnessed the resurrection of old GPUs to try to bolster stock levels of more affordable cards, and more recently we've been subjected to what seems like an endless parade of negativity about imminent price hikes.

Apparently, Gigabyte is set to increase the price tags of its graphics card to the tune of 20% to 40% in Japan, and MSI is going to jack up prices of Nvidia GPUs in China by 20% or more. Asus is supposedly preparing a similar 20% hike (as Wccftech reported).

Another recent gloom nugget is the assertion that Nvidia RTX 5000 models will get hikes of 30% in South Korea this month, and all of this pain is mainly rooted in the increased price of video RAM, of course. (Those cost increases are the reason the RTX 5000 Super refreshes have been delayed, according to the grapevine, as those rumored cards are packed with VRAM).

While a good deal of this is individual pieces of regional activity with GPU pricing, it's obvious that these hikes are happening as part of a concerted shift, one that will surely be reflected globally — it's not like Asian markets are in a bubble of their own.

The overarching theme is a worsening of price hike misery, and that the pricing storm is likely to intensify this year, and probably in 2027, too. While previously the RAM crisis has been more of a light-and-shade affair, now it feels like the depression has been turned up a notch. Whereas before, there was certainly more darkness than light, we've had notable spots of relief where an exec in the memory industry stepped forward and theorized that maybe things aren't as bad as we think. But lately those embers of optimism appear to have burned out.

To me, it feels like there's a shift underway towards a full acknowledgement that we really are going to experience a lot more pricing pain in the foreseeable future. If it's so bad that even Apple is purportedly scrambling to secure RAM supplies, and is having trouble doing so, I think it's time to turn up the worry meter by a notch or two.

What should you do?

Here's my advice on the current landscape with PC components and hardware (season it appropriately). Obviously, worrying isn't going to help you, but awareness of what might be sensible upgrades or purchases to make now will, based on the likelihood of hikes (we could call it the 'hike-lihood' – or maybe not). Nothing is certain about the future of components, of course, but it does feel like there's a clear area in which the potential price hikes are a bigger threat: GPUs.

As I discussed above, there's a lot of recent evidence that graphics card pricing is going up. Yes, it's a collection of rumors in the main, but there's a lot of it all pointing in a very similar direction — and a video RAM toll was always going to be exacted in the end. We've seen it already with higher-end graphics cards, and now I believe we're going to see it in the mid-range, and even budget models. Indeed, top-end GPUs are likely to get even more expensive as well.

If you're thinking about a GPU upgrade for this year or next, given all this, I think now really is the time to buy — especially with a lower-tier model, as you can still get more affordable graphics cards at their MSRP. Ditto for mid-rangers, although it's tougher to recommend higher-end Nvidia boards when they are already so expensive.

As noted, though, that could get worse. And granted, you may still want to wait for Black Friday — it's not that far off, and there might be some GPU deals then. However, I wouldn't bank on anything hugely compelling (or discounts that aren't offset by the price rises which are predicted to take hold in the next few months).

So, if there's one PC component that I think you should buy now, it's a graphics card. I think the signs are pretty clear on that (and see here for my recommendations on different models to consider). By extension, higher-end gaming laptops could also be a wise move for purchasing sooner rather than later. That's for the same reason, really — they have beefy (mobile) GPUs (with plenty of VRAM in some cases).

I don't think it's a bad move to buy any laptop, by the way, gaming or not (away from the higher-end), come your earliest window of opportunity. I think we'll see further price rises here, too, and RAM is going to cause more upward pricing pressures for notebooks — just look at Framework's recent revelation as mentioned.

What about RAM and SSDs themselves? While system memory kits and storage have already seen huge price rises, it now looks like there's worse to come (somehow).

On the other hand, there's a ceiling as to how expensive this stuff can get before buyers withdraw from what they see as an increasingly unrealistic and out-of-touch market. This is a much more difficult call to make, but if you can find something that looks relatively reasonably priced, I don't think you'll regret the purchase in the next couple of years. But that said, I can't recommend a RAM upgrade in particular at current pricing levels, unless it's unavoidable, frankly.

Above all, though, consider a GPU upgrade if you're in the market for a new card, or you think you'll need one in the next couple of years (yes, I think it's wise to be looking quite far down the road here).

The other thing to bear in mind is that there's a danger there will be a rush for GPUs, a flurry of buying that puts further strain on supply and therefore prices. As VideoCardz reports, one Japanese retailer has warned of Nvidia RTX 5000 graphics card sales increasing "sharply", even just with the news of rumored price increases — let alone the confirmation. Prices are already rising and restocks of the RTX 5070 Ti and RTX 5080 are already being labelled as "unstable", hinting that inventory could start to dry up quickly.

That's just one report, of course, and it pertains to the high-end of the market, so it's not something to start panicking about yet. But it does make some sense that if pricing begins to creep up, more PC owners may start to act on GPU upgrades. I wouldn't blame them, frankly.

• Microsoft is eating humble pie over its unrealistic RAM recommendations
• It has deleted articles that pushed 32GB as an ideal or 'no-worries' loadout
• Apple is also feeling the heat in the RAM crisis, with rumors that it's struggling to secure an alternative source of memory supply from China

There are some fresh twists with the RAM crisis hitting some big tech companies, as Microsoft has backtracked on its previous memory recommendations, and even Apple is apparently finding it difficult to cope with the scarcity of memory.

Let's discuss Microsoft first, and as Windows Latest pointed out, the company has been busy backpedalling on previous memory recommendations now that the RAM crisis – which just keeps getting worse – has made those suggestions look foolish.

Microsoft previously had support documents in its Windows Learning Center which have now been removed, and Windows Latest highlights two of them. One was about optimizing your gaming PC, and it advised that "32GB is ideal for serious players who run the most demanding titles" (albeit the article also said 16GB was "plenty" for most games).

Another piece said that 32GB of RAM was the "no-worries zone", and that article was also quietly deleted as there was some backlash against this, given that it was published when the price of system memory had become ridiculous. (And buying a 32GB kit was very much a worry for your wallet).

The links to those articles now redirect to the home page of the Learning Center, and Microsoft is evidently trying to forget about pushing 32GB of RAM as an 'ideal' or 'worry-free' target for memory on your PC.

More broadly, since Copilot+ PCs were launched and the AI features for these devices made them require 16GB, Microsoft has obviously been keen to have that as a baseline memory configuration. Except now, a change of stance is necessary, as with the RAM crisis reaching alarming new heights, Microsoft has been forced to enact huge price hikes with its Surface devices.

And of course, the latest twist with that Surface hardware is that Microsoft has brought back 8GB models with last year's Surface Pro and Surface Laptop. Which makes it kind of difficult to push 16GB as a minimum, let alone make suggestions that 32GB is where it's really at for properly smooth performance.

The abandonment of these Learning Center articles is hardly surprising, then, and Microsoft is also addressing how speedily Windows 11 runs with 8GB of memory (not quickly enough currently). One of its promises with fixing the OS was better performance with a leaner RAM loadout, and Microsoft just made it clear that the company is now actively working to make Windows 11 run better with 8GB before the end of the year.

This has become a vital goal, really, when you consider that Apple has pulled off a commendable showing of performance with its MacBook Neo that packs 8GB of RAM. That was effectively a gauntlet thrown down for Microsoft – something of a declaration that macOS is coming to try to take Windows 11's market share – and one that the Windows maker had to respond to (which became clear enough when Microsoft went on the attack against the Neo).

Apple turnover: China play rumored to end in a fumble

Speaking of Apple, Microsoft isn't the only tech giant being buffeted by the rising costs caused by the RAM storm. While it has had a big success with the Neo, the challenge for Tim Cook's firm – soon to be John Ternus's, of course – is to maintain that momentum, and by all accounts, that's proving a tricky task.

Recent Mac price hikes have caused a good deal of pain – taking some of the wind out of the good ship Neo's sails – and Apple is trying to secure its RAM supply lines for the future, with rumors abounding that it's turning to Chinese chip makers to find extra production capacity.

The latest speculation, however, is that according to a report from Digital Daily (a Korean tech site, via Wccftech), Apple has floundered in negotiations with Chinese memory giant CXMT.

Apparently CXMT has strong enough domestic demand that it doesn't have to offer more attractive pricing to Apple. Essentially, CXMT is holding the line and has "insisted on prices that were higher or similar to those offered by Samsung or SK Hynix" (bear in mind there may be nuances lost with the translation of the article).

You get the message, though: Apple is failing to obtain better deals on mobile DRAM, which includes LPDDR5X, for its iPhones (and that RAM is also used in its MacBooks, of course). And CXMT was supposed to be an escape route from the difficulties of getting enough RAM inventory from Samsung and SK Hynix (and also Micron, a key supplier for Apple), but it seems like a dead-end for now.

At least if this report is correct, but analyst Tim Culpan has also written a short post which backs up the notion that Apple is in trouble here. Culpan writes: "Apple and its suppliers are scrambling to get enough memory chips for its upcoming release of new iPhone models."

'Scrambling' is a word that evokes quite a sense of panic, and indeed with the iPhone 18 models – and the foldable offering – not much more than a month away from launch now (in theory), I'd bet there are some heated words flying here and there. Culpan notes: "Assemblers are working with Apple to rush shipments of DRAM used in mobile devices."

That report is specifically about smartphones, mind, but this same situation applies to mobile RAM that's also used in MacBooks.

The overall theme is more RAM misery all round, which is hardly a surprise given all the negative news we've been hearing on the grapevine of late. GPU pricing has been the latest round of doom and gloom over the past week or two, and I don't think the pessimistic news is going to stop flowing for the foreseeable.

It's not bad news for everyone, though. A source in the semiconductor industry told Digital Daily that: "With the general-purpose DRAM floor remaining unbroken and Samsung and SK Hynix monopolizing the lead in high-value AI memory such as HBM4, the operating profit margins and global market control of the domestic semiconductor sector are expected to rise even more steeply in the second half of the year."

So, it's a familiar story: profits will be on the up and up for memory makers, while consumers will be suffering the pain of the hikes. Apple's purported rush for RAM supplies as the clock runs down on the iPhone launch window is a particularly worrying sounding story, one that doesn't bode well in terms of avoiding more Mac (and iPhone) price rises in the future. Neither can we rule out more Surface price rises, or other laptops for that matter.

It's no secret that component prices are sky-rocketing, but I've spotted a deal on the 32GB Corsair Vengeance RGB DDR5-6000 kit for $422 (was $490) at Newegg when you use code BTSF989.

The dual-channel kit includes two 16GB modules for a total of 32GB, running at DDR5-6000 (PC5-48000) with CL36 timings and Intel XMP 3.0 support for quick setup and easy performance tuning.

Designed for Intel DDR5 platforms, including 600 and 700 series motherboards, it also features onboard voltage regulation for more stable overclocking, solid aluminum heat spreaders, and ten individually addressable RGB LEDs per module.

Should you buy it?

✅ Buy the Corsair Vengeance RGB DDR5 kit if...

You're building a new Intel-based desktop or upgrading to faster DDR5 memory. The 32GB dual-channel configuration provides plenty of headroom for demanding tasks and modern applications, and the DDR5-6000 speed and Intel XMP 3.0 support make it easy to unlock higher performance. The customizable RGB lighting and premium heat spreaders are welcome bonuses for anyone crafting a showcase PC.

❌ Skip the Corsair Vengeance RGB DDR5 kit if...

Your current PC uses DDR4 memory or you don't have a compatible Intel DDR5 motherboard. DDR5 and DDR4 aren't interchangeable, so this kit won't work in older systems. If you only browse the web, stream media, and work on documents, you may also see little benefit from upgrading beyond your existing memory.

Why we recommend it

Corsair's Vengeance RAM range has earned a deserved reputation for combining reliability, compatibility, and consistent performance. It's easy to see why it is such a popular choice for system builders and PC enthusiasts.

This kit delivers fast DDR5 speeds and useful features such as onboard voltage regulation and customizable XMP profiles without overcomplicating installation.

Price context & historical value

Although memory pricing remains considerably higher than many buyers would have expected to pay in recent years, this discount helps soften the blow a little. Saving $68 on a premium 32GB DDR5-6000 kit from one of the market's best-known brands represents solid value, particularly for anyone already planning a new Intel build.

The Catch: What to know before you buy

You will need to make sure your motherboard supports DDR5 memory and Intel XMP 3.0 profiles, as this kit isn't compatible with older DDR4 systems. 32GB is an excellent amount of memory for most people, but the biggest performance gains will be seen by those replacing slower modules or building a new PC from scratch.

Buyers upgrading from fast DDR4 shouldn't expect the same dramatic performance improvements they'll experience when moving from hard drives to SSDs.

• Shop all desktop RAM deals at Newegg

• Samsung tells analysts global memory supply shortage will persist through 2028 and grow more severe in 2027 than in 2026
• This while posting its third consecutive record quarter: ₩171.5 trillion in revenue, ₩89.5 trillion in operating profit, and a 52% operating margin
• Samsung is locking 60 to 70% of capacity into five-year supply agreements with price floors

Samsung has told analysts it believes the memory shortage now squeezing everything from server racks to gaming PCs is unlikely to ease before 2028, and that conditions will get worse before they get better.

Speaking on its Q2 2026 earnings call, the world's largest DRAM manufacturer now expects supply constraints to be more severe in 2027 than they are in 2026.

The company said this while reporting the most profitable quarter in its history, with ₩171.5 trillion in revenue, ₩89.5 trillion in operating profit, and a 52% operating margin, all of which indicated healthy demand for its DRAM despite price hikes across the board.

An AI-centric problem that is not going away soon

As voracious demand for memory and storage from AI hyperscalers continues, Samsung is a key beneficiary of a shortage it expects to last for years, driven by long lead times and the capital intensity of adding capacity.

The argument Samsung made on its earnings call was arithmetic rather than speculative. B

uilding a new fab and getting it to wafer production takes more than three years, so the industry-wide capital expenditure increases now underway cannot translate into meaningful output within the forecast window. Unmet demand from this year rolls into next year, tightening things further.

Independent forecasting broadly agrees. TrendForce expects NAND supply to ease in the second half of 2027 as new capacity and higher-layer products arrive, but sees DRAM differently: several suppliers plan new lines for 2027, and construction, equipment installation and qualification will push meaningful ramp-up into the second half of that year, meaning substantial extra output does not arrive until 2028.

Samsung's own shipment figures show how tight things already are. DRAM bit shipments rose by low-teens percentages quarter on quarter, exceeding its own guidance, while average selling prices climbed by around 45% for DRAM and close to 70% for NAND in a single quarter.

Hedging against potential downsides

Buried in the analyst Q&A is a structural change that will outlast any particular price curve. Samsung is converting the memory business from a spot market into a contracted one.

The company said it plans to allocate roughly 60 to 70% of total capacity to long-term supply agreements. These run on five-year terms subject to annual renegotiation, effectively rolling forward.

It has already finalized deals with the top five global data center customers and is in final talks with five more, with substantial advance payments written in as a contractual requirement; Samsung says it has received about a quarter of that total so far. For mainstream products, the agreements also carry minimum price floors, set at levels the company describes as sufficient to cover its future investment risk.

The consequences reach retail. Gartner has forecast that combined DRAM and SSD price increases will lift average PC prices by 17% and push global PC shipments down by more than 10%, the steepest contraction in over a decade.

Micron retired its consumer Crucial brand in February 2026 to concentrate on enterprise AI customers, which is the clearest possible statement of where the industry's priorities sit despite whatever it says publicly about wanting to help consumers.

For Samsung's memory division, none of this is a problem. The price floors it has written into a majority of its capacity insulate it from the downside of the boom-and-bust cycle that DRAM markets are notorious for, and its own device businesses are absorbing the cost: mobile and networks posted a combined operating loss of ₩0.7 trillion for the quarter, and the display and TV units both flagged memory costs eating into profitability.

A company earning a mammoth ₩89.5 trillion in operating profit, thanks to a 52% operating margin, however, has little reason to move quickly on any of it.

• Multiple US states are repealing or enacting moratoriums on sales tax exemptions for data centers
• Estimates on lost tax revenue are far below the billions of dollars some states have missed out on
• Ongoing data center constructions may not be subject, but costs are expected to increase for new or planned projects

In a blow to US firms trying to expand AI compute capacity by building more data centers, multiple states are now repealing tax exemptions for equipment costs.

According to exclusive The Information reporting, the estimated costs could rise by upwards of 7%, as the exemptions previously allowed data centers to be kitted out with equipment without having to pay sales tax.

But as soon as Ohio Governor Mike DeWine revealed that the lost tax revenue amounted to $1.6 billion, instead of the projected $136 million, other states have started following suit.

States repeal data center tax exemptions

Ohio repealed its tax exemptions for data centers in June 2026, and since July, Illinois and Arizona have both paused their own exemptions. Illinois’ program has been paused indefinitely, and Arizona has enacted a 3-year moratorium.

A further nine states are also considering halting their own exemptions, and a further 28 states have introduced bills to limit the effects of their own exemptions.

Per Avalra data, the sales tax in Ohio sits at almost 6%, with Illinois just over the same figure. These sales taxes will immediately increase the costs of new data center projects, but some projects already under way could be subject to indefinite exemptions.

Are data center costs already unsustainable?

The costs of data center construction have already been rising due to the sudden expansion in capacity. Electricity costs have skyrocketed as more data centers join grids without suitable additions in energy sources.

In an attempt to combat this, President Donald Trump has rolled back regulations on fossil-fuel burning power stations, with multiple data centers being built with on-site natural gas turbine electricity generation. This has caused a string of issues with local residents complaining of sickness caused by infra-sound, and deafening noise levels similar to that of an international airport.

Funding and incentives for renewable wind and solar sources have also been scrapped by Trump, which ironically are some of the cheapest energy sources in the US. This has compounded consumer electricity price rises, acting as a catalyst for data center opposition in the US. AI companies have been urged by the UN to disclose the full environmental damage of the technology.

Additionally, a study by Nikkei has found that numerous big tech firms looking to expand data center capacity have almost $1.65 trillion in ‘hidden’ debt, where contracts are signed between subsidiary companies and data center operators. This means the debt does not appear on the company’s balance sheet, and will only show up as annotations in quarterly financial statements.

This hidden debt at big tech companies has exploded eightfold in the last four years, alongside the visible balance sheet debt for big tech companies which stands at $1.35 trillion. Many businesses are still struggling to justify the ROI on adopting AI technologies, especially as token costs increase.

Sales exemptions are an attractive benefit for data center construction projects, and states that keep or enact sales exemptions will likely see an explosion in new project applications.

• A recent report suggests Nvidia has informed its partners of GDDR6 and GDDR7 memory kit price increases
• This means retailers may increase the prices for RTX GPUs using GDDR6 and GDDR7 memory
• The potential price hike and one user's dual-GPU setup both highlight the importance of hardware preservation

The RAM crisis continues to impact PC manufacturers, with rising memory prices and shortages — ultimately leading to increased retail prices for consumers — and the trend may be set to continue with Nvidia.

According to a report on Benchlife, Nvidia is rumored to be planning an increase for prices of its GDDR6 and GDDR7 memory kits for RTX GPUs, and has informed AIB (Add-In Board) partners such as Asus, MSI, and Gigabyte, who make their own versions of Nvidia's GPUs. Unsurprisingly, the price increase for these memory kits is cited as a result of the ongoing RAM crisis.

While RTX GPU price hikes aren't guaranteed for consumers, because this will directly impact AIB partners who manufacture the GPUs, eventual retailer price increases are unfortunately likely. It's a trend we've seen with recent PC hardware.

Notably, Valve's Steam Machine was initially supposed to cost less than its eventual $1,049 / £879 / AU$1,609 price tag, which could now also be at risk of a price increase, based on hints from a Steam Machine engineer (as reported by Bloomberg). New handheld gaming PCs are also now often launching for more than $1,000, and the price of RAM and storage certainly plays a part.

Consumer struggles

The RAM crisis is a sad state of affairs for consumers and underlines the importance of PC hardware preservation. GPUs aren't cheap by any means, especially with recent suggestions that AMD would also be increasing prices of memory kits for its own AIB partners.

We've also recently seen the return of the RTX 3060, due to Nvidia's attempt to help consumers with more options amid a rough PC hardware market. However, if these price hike reports are legitimate, the RTX 3060 will likely be subject to higher prices at retailers.

That's exactly why GPU setups like one Reddit user's RTX 3090 and RTX 3050 dual-GPU rig matter now more than ever. In this case, the RTX 3050 is responsible for allowing frame generation via Lossless Scaling to function.

My dual GPU Setup from r/losslessscaling

A game then utilizes the RTX 3090's power for high-quality visuals and performance, with the two GPUs teaming up. The user states it resulted in 144fps at a 4K resolution over the initial 71fps without frame generation.

Frankly, a dual-GPU setup isn't exactly common, nor is it actually recommended for gaming, since modern games are only designed for single-GPU rendering (even though the frame generation use case is noteworthy).

Users would also need a beefier power supply, depending on the GPUs used, and likely a new motherboard with another compatible PCIe lane.

However, what I feel is more important here is that's it's a great example of why hardware preservation is so important, serving as backup in case GPUs melt or end up faulty, or for experiments like the one I've outlined above. With no end of the RAM crisis in sight, repurposing older hardware might be one way through this.

• Apple is rumored to be planning to rent Macs, as well as iPhones and other devices, to consumers
• 'Apple Upgrade' will allow you to pay via a subscription (with financing handled by Klarna), and buy the device eventually if you wish
• This is seemingly Apple's way of sidestepping the RAM crisis and keeping Mac sales going, as we're also hearing about frightening memory price hikes from Framework

We're seeing the continued fallout from the RAM crisis, with Framework outlining plans to deal with massive increases in the cost of memory, while Apple is rumored to be about to unveil new way of selling you a Mac in order to cope with ever-higher sticker prices: it'll rent you the PC.

Let's start with Apple's apparent plan, which is detailed in a report from Bloomberg, in which Mark Gurman tells us that Apple is preparing to launch a device-leasing scheme for consumers in conjunction with Klarna (on the finance side).

We're told this will be announced on July 28 and it'll be called 'Apple Upgrade'. The sell (ahem) is that you can regularly upgrade your rented hardware, as well as avoiding taking a huge dent to your wallet with the sizeable outlay required to buy many Macs these days.

This won't just be for Macs, mind you, but also the iPhone, iPad and Apple Watch, with most models of all this hardware seemingly set to be included. It sounds like it might be a US-only initiative to begin with, but it could come to other regions later.

Apple Upgrade will seemingly work as a subscription over a 36-month term (or 24 months for iPhones and Apple Watches), although there'll be an option to pay off the device early and buy it outright (or upgrade to a newer model early). When the end of the subscription is reached, you can either return the Mac and upgrade to a newer model on a new financing agreement, or just keep it (with a final payment, naturally).

As mentioned, Klarna is apparently running the finance side, and applications for Apple Upgrade will be subject to a soft credit check.

This new scheme will supposedly take the place of the iPhone Upgrade Program and Apple's standard financing. The former offers a way to buy an Apple smartphone on monthly payments direct from the company (with 0% interest), but there's no Mac equivalent.

Gurman says of the Apple Upgrade scheme: "Apple plans to advertise the program as a way to have lower payments versus current financing programs." The leaker also clarifies that Apple Upgrade won't include AppleCare (unlike the iPhone Upgrade Program, which does).

Some of Apple's cheaper devices won't be eligible for this rental scheme, too, and that includes the MacBook Neo, as well as the Apple Watch SE, entry-level iPad, and iPhone 16.

As for the move with Framework laptops, this was revealed in a blog post that Tom's Hardware noticed. The notebook maker said that with its Framework Laptop 13 Pro: "We recently received a cost update from our LPCAMM2 [laptop memory] supplier that goes far beyond anything we had predicted and anything we're able to absorb without placing our ability to operate at real financial risk.

"Rather than the low-to-mid double digit percentage increase we had forecast from Q2 to Q3 on LPCAMM2 costs, we received prices that are more than double that of the prior inventory we had brought in."

Framework is doing its best to cope (in a commendably transparent way), and is adjusting existing pre-orders as is necessary. That means dropping some 64GB orders down to 32GB, charging the original 32GB price — and the same for 32GB orders going down to 16GB, maintaining the original price for the latter.

Pricing for the 32GB module hasn't quite doubled, but it's up 82% (with Framework absorbing some of the increase), and a 64GB module is up 88%. This means the latter nugget of RAM is now an eye-watering $1,600 in the US, and £1,600 in the UK (yes, nugget seems an increasingly appropriate term these days).

Analysis: own nothing, be happy

Unfortunately, July has brought us a clear picture of the RAM crisis getting worse. We've just been hearing about DDR5 memory seeing a notable uptick in pricing (after plateauing somewhat for a few months), and the boss of a big chip maker has informed us that things are going to get much worse, with 2027 set to be the 'worst year' in the RAM industry's history no less.

Framework's story of a doubling in laptop memory cost is a truly worrying hike on top of all this, and doubtless we can all still recall Apple's price hikes that arrived at the end of June. Particularly those of you who were mulling a Mac purchase, and are regretting not pulling the trigger before the increases were ushered in.

Seemingly Apple has a solution to the RAM crisis, though, but this rental plan hasn't gone down well online. Yes, you can imagine the reaction to this on social media – one Redditor observes that it's "one step closer to owning nothing" (as in 'own nothing and be happy') – but in fairness, this is still a rumor. Although given the details, and the apparent proximity of the launch, it sounds fairly cast-iron – but we shouldn't jump to conclusions.

A lot of how any rent-with-an-option-to-buy scheme will play out is going to depend on the pricing Apple (and Klarna) attaches, and the world out there on social media fears the worst. I don't blame the doubters, frankly, and particularly those who are worried that the final instalment to buy the Mac (or other Apple device) will be punishingly high. Generally speaking, this is, of course, the way these lease agreements tend to run, and the same will likely be true of the option to exercise an upgrade before the current lease is up.

What's interesting is that last week, I spilled my thoughts on how I was worried that Mac sales were going to flag, and how Apple's in a bit of a tricky situation in terms of combating this. Between MacBook holdouts, the continued RAM crisis, and cynicism around an apparent renewed focus on AI from Apple, the Mac waters are getting seriously choppy.

I didn't expect to have a (theoretical) answer so soon, and apparently now we know how Apple plans to keep Mac sales buoyant. The devil will be in the details of the Apple Upgrade scheme, assuming it happens, but the overriding online speculation for now remains that the terms of the rental plan will be more likely slanted in a hellish direction than a heavenly one.

• The boss of SK Hynix believes that the RAM crisis is going to get much worse
• The CEO said 2027 will be the 'worst year' in the RAM industry's history, and that the crisis will likely roll on to 2030 and beyond
• Analysis from the Bank of America also claims that SK Hynix's expansion of memory production capacity is going to fall well short of its target for 2028

We keep getting told that the RAM crisis is dug in as a fixture for the foreseeable future, and, whether you want them or not, here are a couple more unwelcome reminders.

First, Android Headline flagged a Reuters interview with Kwak Noh-jung, the CEO of SK Hynix, one of the big memory chip makers. The chief executive didn't have comforting words about the prospect of RAM pricing in 2027, observing, "We forecast that ‌next year will be the worst year in the [memory] industry's history from the supply perspective."

So, seemingly next year will see RAM hit peak pricing, with no relief likely until 2030 (as previously forecast by the chairman of parent company SK Group) according to the CEO — and even then, he suggested that demand will continue to outweigh supply as the next decade rolls on beyond 2030.

The second RAM-related blow comes from analysis by the Bank of America highlighted by the Commercial Times in Taiwan (via Wccftech), which pours doubt on the South Korean president's recent boasts about the major expansion of the country's overall memory chip production by 2030.

Part of this analysis is a claim from a memory industry insider over in Taiwan that SK Hynix might only add just a sixth of its originally planned production capacity increase by 2028. Obviously that assertion needs to be liberally seasoned, but it's such a large potential shortfall that it's bound to raise some eyebrows.

The Commercial Times notes that while huge new chip manufacturing plants are being built by SK Hynix and Samsung in South Korea, they will take a lot longer than 2030 to come fully online — and this process is more likely to take a full decade. The report contends that a realistic level of memory wafer capacity expansion for South Korea is around 10% (or slightly less) per year, which will leave the country falling well short of the president's claims for production in 2030.

Analysis: diverging RAM timelines

It's grim news from the CEO of SK Hynix, then, although of course, the skeptics will quickly point out that it's the chief exec's job to talk up the company's value — in terms of a booming market and the struggle to meet demand — coming off the back of its debut on the Nasdaq. Stock prices around the big memory chip makers have been turbulent of late, it should be noted, as investors start to worry about whether these companies are currently overvalued — and indeed whether the AI boom might start to run out of momentum.

So, that's a consideration, but there's no denying that SK Hynix's boss isn't the only person making gloomy predictions along these lines. Nvidia's CEO Jensen Huang said that he expects the RAM crisis to last "quite a few years", indicating that we'll be stuck in pricing hell until 2030 or thereabouts, although others don't see it that way. In the opposing camp we notably have the likes of an AMD exec, the ex-chief of Samsung's semiconductor division, and Jefferies, an investment banking firm, who all believe RAM pricing will start to ease in 2028.

However, the sting in the tail there is that Jefferies is also predicting big memory price hikes over the rest of this year, and in 2027 too, backing up the CEO of SK Hynix in that respect. When you consider the estimated massive shortfall of SK Hynix's production capacity boost based on the rumor mill, everything feels distinctly shakier in the nearer-term for RAM pricing.

I also can't help but recall the blow Microsoft recently delivered when talking about Xbox price rises, when the company informed us that it expects another doubling in the cost of RAM in just over a year (by the fall of 2027).

While there's a mixed bag in terms of longer-term predictions, then, the outlook for this year and next remains worryingly negative on the RAM front.

• Analyst Ming-Chi Kuo has added to the prevailing pessimism around the RAM crisis
• Of RAM destined for consumer electronics in 2026, an "estimated 15 – 20% is expected to shift to data centers in 2027, and that share could grow"
• Apple is trying to maneuver to use a big Chinese chip maker to shore up its RAM supply lines, we're told

Another negative sentiment has been aired about the RAM crisis, as a prominent leaker and analyst has underlined that data centers will consume even more consumer memory supply next year – and that Apple may look to China for help shoring up its RAM stocks.

Wccftech flagged that Ming-Chi Kuo posted on X, noting: "Of the memory capacity allocated to consumer electronics in 2026, an estimated 15 – 20% is expected to shift to data centers in 2027, and that share could grow."

This is part of a picture that Kuo paints, where Apple is not just worried about the cost of memory but, more specifically, the lack of memory supply, with LPDDR5 (low-power RAM for mobiles and laptops) dwindling substantially.

Kuo notes that this is the "real reason Apple is lobbying the White House to keep CXMT off the Entity List", meaning that in order to keep enough supply flowing, Tim Cook is trying to persuade the US government to allow Apple to use RAM made by the Chinese chip manufacturing giant CXMT.

In short, this isn't about pricing as such, but about "managing DRAM supply risk" in light of whatever future shipment targets Apple has for its products, whether Macs, iPhones, iPads, or anything else.

Analysis: calling the cavalry?

At the very start of the year, we were hearing about how much RAM supply data centers (and AI therein) are set to gobble up in 2026, and things aren't going to get any better for the consumer in 2027. Not if Kuo is right and something like 20% (or more) of the memory supply for consumer electronics is redirected to data centers next year. It's a worrying thought indeed, and represents an unwelcome notion of ever-increasing prices for anything that has memory inside it, from phones to PCs.

Apple is apparently trying to act to fend off the worst of the impact on its products, following its recent price hikes, and interestingly Kuo thinks that Tim Cook is very much the CEO for the job, and that this isn't a task that John Ternus, who will take the reins of Apple later this year, should be charged with.

Kuo observes: "Tim Cook is one of the few tech leaders who can still navigate both Washington and Beijing, so this is better handled before he steps down as CEO. Even if the effort goes nowhere, the media coverage can still leave the market with the impression that Apple tried but was constrained by U.S. policy. That may help ease frustration over price hikes and longer delivery times."

As for Apple's would-be Chinese chip-making savior, others have cautioned against relying on RAM from China to ease the current memory crisis. While Kuo points out that "CXMT states in its IPO prospectus that its capacity is far below domestic demand", meaning there's available supply to pipe through to the likes of Apple or other Western tech giants, that may not be the case in the future.

And as the VP of a firm that makes SSD controllers recently made clear, the Chinese government has a considerable amount of leverage over CXMT and other major memory chip makers in the country – and if the RAM crisis worsens, there may not be so much supply to be sold abroad (even if that'd be more profitable for the companies involved).

It's a complicated situation to navigate, of course, but as Kuo also touches on, this could be about Apple wanting to be seen to do something. Cook may fully realize that CXMT may not be the knight in shining armor coming to Apple's rescue, but even if it isn't, at least he's been seen making efforts to call for the cavalry.

Ultimately, with all the bleak predictions around of late – including Lenovo's assertion that RAM prices are 'never' coming back down and we're in a world of a 'new normal' for memory costs – it's difficult to believe that Apple has much room to maneuver in keeping a firm lid on the MSRPs of its Macs or other products going forward.

• Lenovo has said that RAM prices will likely "never" fall back to pre-crisis levels
• The company also predicted a "new normal" for memory pricing from 2030 onwards
• Microsoft expects the cost of memory to double in just over a year

If you were hoping we might get to the weekend without any more bad news on the RAM front, that hope is about to be crushed courtesy of Lenovo and Microsoft — and there's a side serving of blame for Apple, too.

First off, as German tech site ComputerBase reports (via Wccftech), over at ISC 2026 — the high-performance computing, AI, and quantum conference in Germany — Lenovo said that RAM prices will likely "never" fall back to the pre-crisis levels of a year ago, even after the bolstering of chip production output that's coming (from 2028 onwards).

Lenovo seemingly said "never," accompanied by some on-stage laughter, according to ComputerBase, and the tech site (bearing in mind translation nuances) clarifies that this is really referring to the next five years (or maybe a bit more) for the RAM industry, and not an 'absolute' future.

However, the report then goes on to mention that Lenovo sees a "new normal" from 2030 onwards with significantly higher prices than pre-crisis levels — even given increased production.

On top of that, Microsoft just announced hefty price increases for Xbox consoles driven by the RAM crisis. The firm stated, "Unfortunately, console storage and memory prices have increased by more than 2.5x, and we expect another doubling by the fall of 2027."

Ouch. Microsoft underlined that the memory price hikes are especially painful for console makers, as these devices are typically sold at a (slight) loss, as the revenue is made up in game sales (and subscriptions).

Lastly, Wccftech also spotted that Micron has fired some flak at Apple, although the memory chip maker didn't name Tim Cook's firm specifically, but it's clear enough where the shot was aimed. As Rolfe Winkler, who reports for the Wall Street Journal, explains in a post on X: "Tim Cook says the memory guys are at fault for Apple raising prices. A Micron executive I interviewed last night pointed the finger right back."

Sumit Sadana, who is Chief Business Officer at Micron, informed Winkler, "We told a couple of the customers who were being very aggressive with pricing at that time that this is not constructive." The argument here might be that partners (presumably Apple) pressing Micron on the price of their RAM hurt Micron's bottom line and ability to invest in more production capacity.

Analysis: double, double toil and trouble

Although it's difficult to weigh up the exact meaning of Lenovo's comments on the RAM crisis at ISC, it's clear enough that the PC giant believes the future looks very rocky. At best, pricing looks like it's in trouble until the early 2030s, and there's likely to be a 'new normal' coming into play here for that next decade.

While there appears to be some joking around prices "never" coming back down to the levels they were before the crisis, I think there's a fair chance that they actually won't. When the cost of a product goes up to such an extent as we've seen with RAM (and storage), it's feasible that it won't ever quite normalize. Okay, so maybe we'll see some curveballs that throw things out of whack — like the AI bubble bursting, or at least deflating a good deal — but I'm increasingly doubtful about the prospect of any relief.

Microsoft predicting a further doubling of memory pricing in not much more than a year is a painful prediction to hear, too.

I'm not going to dive full-tilt into the gloom here, though, because as I've said before, at least in the consumer space, RAM prices can only go so high before a ceiling is hit, which means most people will simply refuse to pay the asking prices. And thankfully, there have also been a couple of glimmers of hope this week: Asus predicted that its products won't be hiked by as much in the second half of 2026 (but they'll still go up), and there was a rumor aired that memory chip giant SK Hynix may switch production away from AI-targeted RAM (HBM) to conventional RAM sticks, at least to an extent.

I wouldn't get swept away with any optimism just yet, though, because for now, as these latest developments in the memory crisis underline, the pervading sentiment around the future remains largely negative.