Apple has signalled that memory & storage costs have become unsustainable. Price increases for iPhones & other Apple products now appear unavoidable. In Japan, the weak yen will likely make these price increases more noticeable for local buyers.
This development fits a wider pattern across consumer electronics. It stems from a global DRAM shortage. The shortage has already affected consoles & other devices.
What Drives the Current DRAM Shortage
Artificial intelligence demands have redirected memory production. Data centres require large volumes of high-bandwidth memory. As a result manufacturers have shifted capacity away from standard DRAM used in phones & consoles.
For example, reports indicate that a significant share of global output now serves AI needs. Prices for certain memory types rose sharply in late 2025. In addition, supply for consumer devices has tightened.
Therefore, companies face higher bills of materials. This situation differs from past shortages. Those episodes proved shorter. The current pressure appears more sustained because AI investment continues.
Moreover, new fabrication plants will take time to come online. Relief may arrive only in 2027 or later. On the other hand, consumer products must absorb costs in the meantime.
Apple’s Position & Expected iPhone Changes
Tim Cook stated in a Wall Street Journal interview that price increases are unavoidable. The company has tried to shield customers. However, the scale of memory cost rises has made that approach difficult.
Estimates suggest increases around 20% for higher-end models. These figures come from component cost modelling. Memory costs in particular have climbed substantially. Storage components follow the same trend.
As a result, upcoming iPhones may carry higher starting prices. Adjustments could appear with the next major refresh. In addition, Macs & iPads may see changes earlier. Apple retains strong pricing power. Nevertheless, the pressure on margins is real.
Japan Pricing & the Role of Yen Depreciation
Japan has offered competitive iPhone pricing when converted to dollars. Current models rank among lower-cost options globally. However, the yen has stayed weak against the dollar. Rates hover near 162 yen per dollar.
This weakness raises the local cost of imported components. Apple has adjusted Japan prices during earlier yen weakness. For instance, notable increases occurred in 2022 across several product lines. When the yen weakened sharply, Apple raised iPhone prices in Japan by up to 25% (e.g., iPhone 13 starting price jumped from ¥98,800 to ¥117,800). Similar adjustments occurred for other products.
Those moves protected dollar margins.
Therefore, the new memory-driven costs will likely translate into higher yen prices. The percentage rise in Japan may match or exceed global figures. In addition yen volatility adds uncertainty for buyers.
Current comparisons show Japan prices only modestly above US list figures before tax. The gap largely reflects consumption tax. Nevertheless, yen effects amplify the impact for Japanese consumers. Having followed these trends the pattern is clear. Local buyers often feel currency movements more acutely than headline percentages suggest.
Similar Pressures on Gaming Hardware
Sony has already confirmed price increases for PlayStation 5 models. These took effect in April 2026 across regions. In Japan the disc edition rose from ¥79,980 to ¥97,980. The Pro model moved from ¥119,980 to ¥137,980.
Nintendo announced Switch 2 adjustments. Japan saw the change first. The price moved from ¥49,980 to ¥59,980. Company statements cited rising component costs.
These examples show consistent industry responses. Earlier console generations often saw price drops over time. Current conditions point in the opposite direction. In addition, some personal computer makers have signalled specification adjustments for 2026 models.
Therefore, enthusiasts may see fewer aggressive price reductions. On the other hand, demand for current stock remains strong in Japan. Retail queues during launches illustrate this point.
Practical Advice for Buyers
Current-generation devices, especially non-Apple ones, may offer better value before further adjustments. Stock from 2025 can secure established specifications. Trade-in programmes & promotions can offset part of any increase.
Moreover, monitoring exchange rates helps with timing. Refurbished options from authorised sellers continue to deliver reliable performance. In addition, devices with expandable storage provide future flexibility.
Nevertheless, waiting carries risk. Some 2026 models may carry higher prices alongside similar or lower specifications in certain areas. As a result, many enthusiasts now consider purchasing sooner rather than later.
Further Reading
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Frequently Asked Questions
Will iPhone prices rise in Japan?
Yes. Global memory costs & yen weakness point to higher local prices. Historical adjustments during similar periods support this outlook.
How large might the increases be?
Estimates centre on around 20 per cent for higher-end models. Exact figures will depend on final component costs & currency movements at launch.
Are other products affected?
Yes. PlayStation 5 & Nintendo Switch 2 have already seen confirmed regional price rises. Similar dynamics appear across laptops & other electronics.
When might costs ease?
Additional memory production capacity is expected from 2027. Interim periods may involve continued elevated pricing.
Should buyers act now?
Current stock offers a window. Trade-ins & promotions can help secure value before potential further changes.
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