Pricier iPhones? Global memory chip crunch puts spotlight on Apple
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As the global memory chip shortage hits the smartphone market, a key question is echoing from Silicon Valley to Shenzhen: Will Apple raise prices, or sacrifice profit to gain new customers? CEO Tim Cook told investors he expected memory chip prices to increase โsharply, but declined to answer analysts' questions about whether Apple would raise prices in response. "There are different levers that we can push, and who knows how successful they'll be, but there's just a range โof options," Cook said on the post-earnings call.
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As the global memory chip shortage hits the smartphone market, a key question is echoing from Silicon Valley to Shenzhen: Will Apple raise prices, or sacrifice profit to gain new customers? CEO Tim Cook told investors he expected memory chip prices to increase โsharply, but declined to answer analysts' questions about whether Apple would raise prices in response. "There are different levers that we can push, and who knows how successful they'll be, but there's just a range โof options," Cook said on the post-earnings call.