# Apple Shares Drop as Memory Costs Squeeze Gross Margins CEO John Ternus faces supply chain challenges as memory shortages impact Apple's profitability. - **Source:** [US Top News and Analysis](https://brifing.si/source/635540e9-943e-450d-ae52-ae0bfe3b67eb) - **Published:** 2026-11-03 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/13ec0bb6-af0d-4d64-87e1-23e3c22cda7e ## Ternus Faces Margin Pressure John Ternus faced his first major challenge as CEO during the latest earnings call. While Apple reported strong revenue, CFO Kevan Parekh projected a gross margin between 45% and 46% for the December quarter. This forecast trailed analyst estimates, primarily due to rising memory costs and expenses related to Siri AI integration. ## Unprecedented Memory Pricing Trends Apple is currently navigating an unprecedented surge in memory pricing that shows no signs of immediate relief. Ternus noted that the company is paying significantly more for components than earlier this year. This trend marks the third consecutive decline in gross margins, following figures of 50.1% in June and 47.9% in September. ## AI Demand Disrupts Supply The global memory shortage is largely driven by the insatiable demand for artificial intelligence infrastructure. Major AI server manufacturers and hyperscalers are purchasing massive quantities of RAM at premium prices. This aggressive buying behavior leaves limited supply for consumer electronics companies like Apple, forcing them to compete in a constrained market environment. ## Supply Chain Constraints Persist Apple anticipates ongoing supply constraints for iPhones and Macs throughout the holiday quarter. To mitigate these risks, COO Sabih Khan confirmed that the company has drastically increased its purchase obligations, which rose by $33 billion between the June and September quarters. Khan noted that supply chain flexibility is currently lower than normal levels. ## Strategic Pricing and Adjustments To offset rising component costs, Apple has implemented price increases across its hardware lineup, including Macs, iPads, and accessories. In September, the company raised iPhone prices by $100. Ternus described these adjustments as reluctant but necessary measures to manage the impact of what former CEO Tim Cook previously called a hundred-year flood. ## Historical Margin Contextualized Despite the recent downward trend, Apple's current gross margins remain significantly higher than the 38% to 39% range seen during the earlier Cook era. The expansion of the highly profitable services business has provided a structural cushion, allowing the company to maintain stronger margins even during periods of intense component cost volatility. ## Competitive Market Share Gains Apple believes its financial strength allows it to absorb costs that smaller competitors cannot manage. Ternus highlighted that Apple gained global market share for both the quarter and the full fiscal year. He noted that the company sold more Macs this fiscal year than ever before, despite the broader industry's ongoing component challenges. ## Future Outlook and Resilience The company remains focused on securing supply through increased financial commitments and operational oversight. While the memory crisis presents a significant hurdle for the new leadership team, Apple's ability to maintain market share suggests resilience. Investors will continue to monitor how these supply chain strategies influence long-term profitability and hardware pricing power. ## Sources covering this story - https://www.cnbc.com/2026/11/03/apple-earnings-john-ternus-faces-first-test-amid-high-memory-costs.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._