Apple's (AAPL) iPhone 18 Pro 256 GB BOM cost is expected to surge around 38% Y/Y amid rising memory prices, potentially prompting Apple to sacrifice margins to sustain shipments, TrendForce says

Apple's (AAPL) iPhone 18 Pro 256 GB BOM cost is expected to surge around 38% Y/Y amid rising memory prices, potentially prompting Apple to sacrifice margins to sustain shipments, TrendForce says.

Component-cost cycles have run through the handset supply chain before, and the standard sequence is that memory and storage pricing tightens first, bill-of-materials estimates follow, and the question becomes who absorbs the squeeze. Apple has historically sat at the favourable end of that trade: its scale, long-term supply agreements and prepayments have tended to secure better component pricing than the spot market implies, so third-party BOM estimates have often overstated the actual cost pressure it bears. The operative distinction is between passing costs through on price, which Apple has done selectively on premium tiers in past cycles, and absorbing them in gross margin, which it has also done when defending unit volume and the installed base. The read-through extends to the memory peer set, since rising DRAM and NAND contract prices that squeeze device makers are by construction revenue for the suppliers, and TrendForce estimates are themselves a sell-side signal on that pricing trajectory. Worth watching are supplier commentary on contract pricing, any shift in Apple's storage-tier pricing structure, and whether guidance language on components and freight hardens at the next earnings print. As an estimate rather than a disclosed figure, the signal is directional on the memory upcycle, not definitive on Apple's actual procurement cost.