GoKawiilIn the current RAM crisis, no company is better positioned to not only weather the storm but turn it to its advantage like Apple. It proved that when it released the MacBook Neo in early March. Despite only including 8GB of RAM, the Neo doesn't feel compromised, a testament to the company's silicon and software engineering. For Apple, it may be tempting to treat its latest MacBook as a one-off. That would be a mistake, because at this moment, the business decisions that made the Neo possible represent a once-in-a-generation opportunity to become a bigger player in the PC market.
If you read Engadget, there's a good chance you know the contours of the global memory shortage, but it's worth repeating just how bad things have become in recent months. Just three companies — SK Hynix, Samsung and Micron — produce more than 90 percent of the world's memory chips. At the end of last year, Micron announced it would end its consumer-facing business to focus on providing RAM and other components to AI customers.
Citing data from TrendForce, The Wall Street Journal reported in January that data centers would consume 70 percent of the high-end memory produced in 2026. As the Big Three shift more of their production to meet enterprise demand, they're allocating fewer wafers for consumer products, leading to dramatic price increases in that market segment. According to data from Counterpoint Research, the price of memory — including consumer RAM kits and SSDs, as well as LPDDR5X memory for smartphones — increased by 50 percent during the final quarter of 2025. Before the end of the current quarter, the firm predicts prices will increase by another 40 to 50 percent, and the CEO of SK Hynix recently warned shortages could last until 2030.
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Since nearly all consumer electronics need some amount of RAM and storage, the trickle-down effects have come fast and hard. In December, before the situation got as bad as it is now, TrendForce warned that most of the major PC manufacturers were either considering, if not already planning, price hikes. This month, the firm warned laptop prices could increase by as much as 40 percent if manufacturers and retailers moved to protect their margins. Such a scenario would send the cost of a $900 model to about $1,260.
Amid all that, Apple added another point of pressure: the $600 MacBook Neo. During a recent investor call, Nick Wu, the chief financial officer of ASUS, described the Neo as "a shock to the entire market," adding "all PC vendors, including upstream vendors like Microsoft, Intel and AMD" are taking the cute device "very seriously." Wu warned ASUS would "need more time" before it could ready a response.
For ASUS and other Windows manufacturers, any response realistically may take a year or more to formulate. That's because the Neo represents both a technical and logistical hurdle.
To start, it's a fundamentally different machine from the one most Windows OEMs are making right now. It has the advantage of using "unified memory" instead of a set of traditional RAM modules. The 8GB of RAM the Neo has is shared between the A18 Pro's CPU and GPU, meaning it can more efficiently use the RAM that it does have. That's part of the reason the Neo doesn't feel like a Windows PC with 8GB of RAM. Apple didn't get to the A18 Pro and the MacBook Neo by accident. It has spent more than a decade designing its own chips.
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Since 2024, Microsoft has mandated 16GB of RAM — and 256GB of solid-state storage — for PCs that are part of its Copilot+ AI program. That branding effort may not have amounted to much, with Copilot+ AI PCs accounting for just 1.9 percent of all computers sold in the first quarter of 2025, but it did push OEMs, including ASUS, Dell and others to make more capable machines. It also saw Microsoft rework Windows to better support ARM-based processors from Qualcomm. Still, it's hard to see how Windows manufacturers can challenge Apple by going back to existing or older x86 chips with with less RAM.
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