The price hikes by Apple and Microsoft continue to generate discussion; what new perspectives does Wall Street have?

According to Mars Finance, on June 28th, Apple and Microsoft announced price increases for their hardware products, passing on the cost pressures of AI-driven memory/storage chips to consumers. Market sentiment quickly shifted to "concerns about demand disruption." Apple's stock price once fell by more than 5-6%. Storage stocks were briefly boosted by Micron's better-than-expected earnings report, but overall, technology stocks were under pressure. Details of the price increases are as follows: • Apple: Increased prices on several MacBook, iPad, and other products by 15%-25% (some by $100-$300), stating that it could no longer "protect consumers." Tim Cook had previously warned that costs were "unsustainable." iPhones were not affected. • Microsoft: Xbox consoles will increase in price starting August 1st, with the 512GB version increasing by $100 and the 1TB version by $150. The 2TB version will also be discontinued, also attributed to soaring storage costs (more than 2.5 times higher). Micron's financial report shows that demand for AI storage remains strong, but rising prices at end-user devices have shifted the market from "upstream benefits" to "downstream pressure." The market is concerned that if high costs continue to squeeze consumers and applications, they could backfire and erode demand. The latest opinions on Wall Street are as follows: * Morgan Stanley states that Apple's loyal user base and financing options will buffer the impact, limiting its effect on demand, and maintains an overweight rating. * JPMorgan points out that the price increase exceeded expectations, but the market has exaggerated the cost impact. Apple's vertical integration can effectively hedge against this, and they remain optimistic about its long-term prospects. * Evercore analyst Amit Daryanani points out that this "cycle-wide" price increase exceeded expectations, indicating that the speed and scale of memory inflation have exceeded Apple's absorption capacity, but emphasizes that this is a common problem in the industry. * Other opinions (such as those of Forrester analysts) believe that Apple's high brand loyalty means consumers can "bear the burden," but also warn that the entire consumer electronics chain faces an "AI cost tax." Barron's and others point out that suppliers cannot be entirely blamed; end-user manufacturers themselves also face pressure. Overall, Wall Street largely believes that while short-term stock prices are under pressure, this hasn't shaken long-term confidence in the core fundamentals of companies like Apple. As long as demand doesn't collapse significantly, the upstream memory logic remains valid. Supply chain uncertainties are emerging, with Apple and memory giants' long-standing disputes surfaced, and Apple is lobbying the Trump administration to approve the purchase of DRAM chips from China's Changxin Memory Technologies Co., Ltd. to alleviate cost pressures and cope with competition in the Chinese market. CXMT capacity is shifting towards HBM, potentially making Apple one of the biggest winners in this round. Price increases will test consumer acceptance and the resilience of the AI supply chain. If demand doesn't collapse significantly, the memory logic remains valid; otherwise, it faces the risk of a backlash. China's alternative production capacity is ushering in new opportunities. This event is still unfolding, and subsequent earnings guidance deserves close attention.