Micron's CEO, Sanjay Mehrotra, reportedly holds a long-standing resentment towards Apple stemming from his SanDisk days, influencing his current stance on memory pricing. Apple's past procurement tactics, described as 'vicious' in 2023, involved acquiring NAND at cost and reselling it at a 90% margin.
Memory suppliers are pushing back on hyperscaler procurement tactics, shifting pricing power dynamics away from large buyers like Apple.