# Apple has raised prices—prices are up 20%!

It proves that current memory and storage really have gone up a lot in price.

Why did it go up? Because demand has increased, and there are more and more AI data centers—bigger ones too.

When memory demand increases, they expand production capacity.

When production capacity increases, prices have to come down.

With lower prices and expanded capacity, profits don’t stay the same— they’ll even decrease!

What if you don’t expand capacity?

Then you don’t—others will.

So overall, I’m not optimistic about this round of storage.

It’s almost at an end.