Apple is uniquely positioned to benefit from the current global RAM shortage, as demonstrated by the release of the MacBook Neo in March. Despite featuring only 8GB of RAM, the Neo performs efficiently, reflecting the strength of Apple’s silicon and software integration. Analysts suggest that treating this model as a one-off would be a mistake, as the company could leverage current conditions to expand its presence in the PC market.
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The global memory shortage is largely driven by the Big Three — SK Hynix, Samsung and Micron — which supply over 90 percent of high-end memory. Enterprise demand, particularly from AI and data centres, is consuming an increasing share of production, leaving fewer chips for consumer devices. Memory prices for RAM kits, SSDs and smartphone components rose by 50 percent in late 2025, with further increases predicted in 2026, exacerbating cost pressures for PC manufacturers.
Windows OEMs face significant challenges competing with Apple under these conditions. The MacBook Neo benefits from unified memory architecture, allowing 8GB to be shared efficiently between CPU and GPU, whereas many Windows PCs still rely on conventional RAM modules. Attempts to respond, such as Qualcomm’s Snapdragon X2 Plus, have so far been limited by production and supply constraints. Companies including ASUS, Dell, HP and Lenovo operate on much thinner margins, leaving them vulnerable to price increases from ongoing shortages.
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Apple’s financial resilience allows it to maintain competitive pricing and technological advantage simultaneously. The company’s gross profit margin on hardware exceeded 36 percent in 2025, while PC revenue represents a smaller fraction of overall income. Observers suggest Apple could use the Neo and future devices strategically to gain market share, potentially at the expense of Windows competitors who cannot match both price and performance in the current RAM-constrained environment.
