# Apple’s Price Hikes Are Coming — Traders Need to Know Why

An episode of [Earn Your Leisure](https://invisiblenetwork.ai/podcast/1450211392), 2 Sep 2026, 9:12.

Audio: https://podtrac.com/pts/redirect.mp3/traffic.omny.fm/d/clips/e73c998e-6e60-432f-8610-ae210140c5b1/8dbc4f54-a337-4481-9ef2-b355012b0a3d/b911edf7-0810-45a6-b0f9-b4b800c35022/audio.mp3?utm_source=Podcast&in_playlist=eac4c628-29cb-469a-b5c8-b355012b0a48

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## Transcript

[0:01] Speaker 1: We glossed over a little bit. I think maybe we
[0:02] Speaker 1: touched on it for a second.
[0:03] Speaker 2: The fact that they are going to increase their prices
[0:06] Speaker 2: for the GPUs by 15%. Obviously, direct correlation to the
[0:11] Speaker 2: memory story. We talk about memory so much. Thoughts around that?
[0:15] Speaker 2: Because we saw memory take a bit of a hit today.
[0:18] Speaker 2: Outlook on the memory story.
[0:20] Speaker 1: You give your thoughts. I got mine for sure.
[0:24] Speaker 3: I think it's smart to increase the prices. It's too valuable.
[0:28] Speaker 4: And now for the first time in a long time,
[0:30] Speaker 4: the memory sector is in pole position to make the decision.
[0:34] Speaker 4: So much so, as we alluded to, Apple doesn't even
[0:36] Speaker 4: get to dictate price anymore. The memory company that used
[0:40] Speaker 4: to be the supplier was looked at as a little brother.
[0:43] Speaker 4: And now we take pole position because you didn't invest
[0:45] Speaker 4: your free cash flow or operation cash flow to buy.
[0:50] Speaker 3: Like, not to beat up on Apple because I love
[0:53] Speaker 3: everyone at HQ.
[0:55] Speaker 4: But look at what they could have potentially bought open AI, Anthropic, Micron, SanDisk,
[1:01] Speaker 4: because it was spun off.
[1:02] Speaker 3: Hell, Intel, you didn't do any of it. So the
[1:07] Speaker 3: costs are always going to be passed off to the consumer.
[1:10] Speaker 4: And everyone who keeps calling for the death of the
[1:14] Speaker 4: memory tray in one frame or another. I'm going to
[1:17] Speaker 4: keep saying it. You are only saying that because you
[1:20] Speaker 4: didn't get into it.
[1:21] Speaker 3: Same with Nvidia.
[1:22] Speaker 4: Like when I called Nvidia and it took off, they're like, oh,
[1:25] Speaker 4: it has remnants of Emron. I'm like, yeah, because you
[1:29] Speaker 4: didn't invest in it. That's the only reason why. So
[1:31] Speaker 4: do I see a potential for it to pull back
[1:34] Speaker 4: maybe to 830 if something bad happens or 809 or worse?
[1:39] Speaker 1: Sure.
[1:39] Speaker 3: Do I think we'll get back to 1200 within 12 months?
[1:41] Speaker 3: For sure. For sure. There's no money in being a
[1:48] Speaker 3: perma bear. What are your thoughts?
[1:50] Speaker 2: I think two things happened this weekend that made me.
[1:56] Speaker 1: I mean, I'm already bullish. I think everybody knows that.
[1:57] Speaker 2: I've been in the story for so long that, yeah,
[1:59] Speaker 2: of course, I'm a bull when it comes to the
[2:01] Speaker 2: memory sector.
[2:03] Speaker 1: I think the Tim Cook quote.
[2:07] Speaker 2: Was pretty telling in terms of them having to figure
[2:11] Speaker 2: out if they're going to try to use Chinese memory
[2:15] Speaker 2: products to help offset some costs. And him conceding and saying,
[2:19] Speaker 2: you know, Macron is an American leader in memory, and
[2:21] Speaker 2: we're going to continue to support that.
[2:22] Speaker 1: Yeah, but how do we even do that?
[2:24] Speaker 4: Like, we're fighting a geopolitical technological war.
[2:27] Speaker 1: The fact that he was testing it was just, like,
[2:29] Speaker 1: alarming in itself.
[2:30] Speaker 3: Like, bro, what?
[2:31] Speaker 1: Yeah. I mean, the administration, I couldn't see them allowing
[2:34] Speaker 1: it anyway.
[2:34] Speaker 3: Oh, they're not.
[2:35] Speaker 1: Yeah, they're not, right? That's the first sign.
[2:40] Speaker 2: And then the next day, Jensen saying we're going to
[2:43] Speaker 2: increase our GPU price by 15% is.
[2:47] Speaker 1: Also another bullish flag.
[2:50] Speaker 2: Because they could have said, hey, maybe we'll try to
[2:53] Speaker 2: create infrastructure that they've done in other sectors and said, hey,
[2:56] Speaker 2: maybe we find a cheaper way to do it. And
[2:58] Speaker 2: I'm sure companies out there that are looking to create
[3:02] Speaker 2: forms of memory that will be more sustainable at cheaper prices.
[3:06] Speaker 1: But until that point, and that'll.
[3:08] Speaker 2: Take three to five years minimum.
[3:10] Speaker 1: Minimum.
[3:12] Speaker 2: Until that time, this story is equally as important as
[3:17] Speaker 2: the GPU. We saw Sanjay speak on CNBC, and he
[3:22] Speaker 2: echoed the same exact words. This is as strong of
[3:25] Speaker 2: a story as the GPU because none of this works
[3:28] Speaker 2: if it can't remember. AI can't get better if it
[3:30] Speaker 2: can't remember. Simply put, he said AI can't get better
[3:35] Speaker 2: if it can't remember, if it can't learn, if it
[3:38] Speaker 2: can't train. In order to do that, you're going to
[3:40] Speaker 2: need memory. And so that's the fair indication that says, like,
[3:45] Speaker 2: this is still very much a bullish sector.
[3:48] Speaker 1: You know, I went deep in the research on it.
[3:50] Speaker 1: This guy's a legend.
[3:53] Speaker 3: Who, Sanjay?
[3:54] Speaker 1: A legend. What?
[3:55] Speaker 3: Yeah.
[3:58] Speaker 1: He's the CEO of Micron. You know the other company
[4:02] Speaker 1: he created?
[4:02] Speaker 3: What's that?
[4:05] Speaker 1: Sandisk.
[4:06] Speaker 3: Mm-hmm.
[4:08] Speaker 2: He's the creator and founder of Sandisk, left in 2016
[4:12] Speaker 2: to take Micron, and now look at what those companies
[4:15] Speaker 2: are doing. Think about the conviction he's had for this sector,
[4:19] Speaker 2: from a NAND standpoint, and now from a high-bandwidth standpoint,
[4:22] Speaker 2: and where that is going.
[4:24] Speaker 1: To lead over the next five to ten years. That's
[4:27] Speaker 1: pretty legendary shit.
[4:28] Speaker 3: That's iconic, bro.
[4:30] Speaker 4: And also, the Indian CEO index, if you want to
[4:35] Speaker 4: parse through the data, higher returns.
[4:38] Speaker 3: For sure.
[4:40] Speaker 1: Sanjay's one of them ones. He's one of them ones.
[4:45] Speaker 2: It's at a perfect time because his belief in the
[4:48] Speaker 2: memory landscape, again, this was a game thing.
[4:50] Speaker 1: I don't think people understand. This was a gaming thing.
[4:55] Speaker 4: Same way that video technology developed in an underworld market
[5:01] Speaker 4: and then became mainstream, memory has become the same way.
[5:06] Speaker 4: If you want to find the next breakout company that
[5:09] Speaker 4: is not mainstream yet, they're going to be in a niche.
[5:12] Speaker 4: Go look at a company that is dominating and mastering
[5:15] Speaker 4: a niche. You're going to see your next great company.
[5:18] Speaker 4: And if you look at a founder that is incredibly diligent,
[5:22] Speaker 4: not on the scenes, not on Twitter, getting into catfights,
[5:27] Speaker 4: you will be able to identify some amazing companies. But
[5:31] Speaker 4: it's really important that you use the product and love
[5:33] Speaker 4: the product. Like even in Apple, for them to say,
[5:36] Speaker 4: we may use a Chinese memory company.
[5:39] Speaker 3: Why? And you have a leasing program for every product.
[5:41] Speaker 3: It makes no sense.
[5:43] Speaker 4: But like you are getting the phone subsidized from day one,
[5:47] Speaker 4: either through Singular Wireless back in the day or now
[5:49] Speaker 4: through the leasing program that you can pay the monthly on.
[5:53] Speaker 4: So they're one of the first biggest companies that are
[5:55] Speaker 4: going to introduce the rent everything, own nothing kind of concept.
[6:00] Speaker 4: It makes no sense to have that kind of stance
[6:02] Speaker 4: to Apple.
[6:04] Speaker 2: Not this is the reason we have to yeah this
[6:06] Speaker 2: is the reason we're in quite i'm like you've been
[6:08] Speaker 2: increasing prices for the past five years when it wasn't.
[6:10] Speaker 4: Memory since 07 you've been increasing prices what's it called
[6:15] Speaker 4: what okay yeah so and you came out with the
[6:18] Speaker 4: macbook neo and all it's like you don't have to
[6:21] Speaker 4: increase price you don't have.
[6:23] Speaker 2: To yeah we looked at the profit margins guys you
[6:27] Speaker 2: don't technically have you have.
[6:29] Speaker 4: A Bro, even NVIDIA. NVIDIA is set to do $ 92 billion.
[6:33] Speaker 4: The Bahamas make $ 16 billion a year. These are countries
[6:38] Speaker 4: we're talking about. Apple has a bunch of cash available.
[6:42] Speaker 4: If they wanted to buy a memory company and bring
[6:44] Speaker 4: it in-house, they could have.
[6:48] Speaker 1: That's the part, though. If they say that they don't...
[6:52] Speaker 1: This is a bottleneck. It's this, right?
[6:57] Speaker 2: You'll hear shareholders say, hey, our profit margin has gone down.
[7:02] Speaker 2: So it's like you kind of got to do it
[7:05] Speaker 2: because if sentiment starts to change and we already saw
[7:09] Speaker 2: that it's beating every quarter, it still drops because great
[7:14] Speaker 2: or exceptional isn't exceptional enough. It's like, you know what?
[7:19] Speaker 2: We understand that, can see that there's a cost increase,
[7:21] Speaker 2: so we're going to have to pass that on. Rather
[7:23] Speaker 2: than saying, hey, we'll eat that cost. How long can
[7:25] Speaker 2: we eat it? Well, then operating margin goes down. then
[7:29] Speaker 2: profit margins down. And when people start to see a decline,
[7:32] Speaker 2: like they can say, hey, our gross margins are going
[7:36] Speaker 2: to be 74.5%.
[7:37] Speaker 1: If the street expects 75, oh, wait, we saw a decline.
[7:39] Speaker 1: All right, hold on, hold on.
[7:41] Speaker 3: I mean, that's why I agree with Sam. I'll take
[7:44] Speaker 3: the shares.
[7:44] Speaker 4: Even in having shareholders, I think it's really important to
[7:48] Speaker 4: paint the vision. And this is what Steve Jobs is
[7:50] Speaker 4: really good at, to not focus on the one or
[7:53] Speaker 4: two year cycles and tell you where you're going to
[7:55] Speaker 4: be in year 10. People held on for Apple for
[7:58] Speaker 4: 10 years from 05 to 2015.
[8:01] Speaker 3: Illustrious track record.
[8:03] Speaker 4: If you want to get off the ship and as
[8:05] Speaker 4: a leader, you have to tell the troops, hey, you
[8:08] Speaker 4: may not agree with this short term. I have to
[8:09] Speaker 4: do all the time. But this is what's best for
[8:11] Speaker 4: the brand long term. You got to get the shareholders
[8:15] Speaker 4: on board to follow the vision.
[8:16] Speaker 1: All right.
[8:17] Speaker 2: All that being said, I think it beats again the
[8:20] Speaker 2: earnings report. I think they see a different direction. I
[8:24] Speaker 2: think I think the stock actually glimpsed. I think it climbs.
[8:28] Speaker 3: Okay.
[8:29] Speaker 2: Yeah.
[8:29] Speaker 1: We'll see.
[8:30] Speaker 2: I just got this feeling like the momentum, obviously we've
[8:33] Speaker 2: seen it pulled back, but we've seen that before when,
[8:36] Speaker 2: when it's want to have better.
[8:38] Speaker 1: Buying opportunities, we'll start to see stock slide a little bit. Yeah.
[8:42] Speaker 2: I think with the momentum, I think with the PE
[8:43] Speaker 2: ratio pulling down a little bit from where it's, it's
[8:46] Speaker 2: high as where I think we see it in first, but.
[8:48] Speaker 1: Wednesday is a Superbowl. We'll be watching.
[8:50] Speaker 4: Most importantly, hold for 10 years, please. Stop trading your
[8:54] Speaker 4: way into poverty. Thinking you're going to get an extra
[8:58] Speaker 4: $ 12, 000 out of a move that may cost you $ 200, 000
[9:01] Speaker 4: in five to six years.
[9:04] Speaker 1: Please, please. So that'll happen Wednesday. CrowdStrike also on Wednesday.
[9:10] Speaker 1: Both in the portfolio, definitely watching both.

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