Micron's CEO, Sanjay Mehrotra, voiced his discontent with Apple's pricing approach, highlighting that Apple has consistently procured chips at bargain prices while marking up the final cost for consumers significantly. To illustrate, when Micron hiked the chip price to $50, Apple responded by inflating the customer price by a staggering $250. Micron's Chief Business Officer, Sumit Sadana, subtly suggested that certain manufacturers bear responsibility for the current scarcity in the memory market. He noted that during the previous memory market slump, some clients aggressively negotiated purchase prices downward, pushing Micron's gross profit margin into negative territory and hindering its ability to invest. This led to the cessation of the majority of investment projects across the industry in 2023. On the evening of June 25, Apple revealed price increases for products like the Mac and iPad, aiming to mitigate cost pressures arising from a memory chip and storage shortage caused by the expansion of AI data centers.