L'intelligence artificielle fait des ravages sur le marché: Apple ne sait pas si elle aura assez de nouveaux iPhones pour tout le monde

Apple faces unprecedented supply chain disruptions driven by surging demand for components fueled by the rapid growth of artificial intelligence, according to reports published on July 31, 2026. The tech giant, which recently recorded record-breaking financial results, has warned that it may struggle to meet customer demand for its latest iPhones and other devices due to a severe shortage of memory chips. CEO Tim Cook described the situation as “a century-long flood of memory prices,” highlighting how rising costs have significantly impacted production expenses for smartphones, laptops, and other products. The company’s recent quarterly earnings report marked its strongest June quarter to date, with sales of phones and computers surpassing expectations. Revenue grew by 22 percent year-over-year for phones and 29 percent for computers, reflecting robust consumer demand despite ongoing global economic uncertainties. However, Apple is preparing for potential setbacks as shortages of advanced memory chips, used in its A-series and M-series processors, become more pronounced. These chips are critical to maintaining performance levels in its flagship devices, and their scarcity poses a major challenge for the company. In response to the growing strain on its supply chain, Apple has significantly increased its inventory holdings. As of the latest figures, the company holds $11.1 billion in stock, nearly double the amount held in September 2025, when inventory stood at $5.7 billion. This shift marks a departure from long-standing strategies under Cook, who previously emphasized minimizing inventory to reduce holding costs. The decision underscores the severity of current supply chain challenges and signals that Apple expects prolonged disruptions in component availability. The company’s leadership has expressed clear concern over the impact of these shortages. Cook acknowledged that rising procurement difficulties have already forced price increases for certain models of Mac computers and iPads. He noted that the previous month saw unplanned price hikes for select products, a move he described as necessary given the tight market conditions. Other technology firms, including Meta, Samsung, Microsoft, and Sony, have similarly raised prices for hardware, indicating a broader industry-wide trend. The root cause of this crisis lies in the explosive growth of the artificial intelligence sector. Companies developing AI systems are aggressively purchasing large quantities of memory modules and other specialized chips to build data centers capable of handling complex machine learning tasks. This surge in demand has drastically reduced the availability of key components for all other manufacturers, leading to sharp price increases across the board. As a result, even companies not directly involved in AI development are feeling the ripple effects of this imbalance. Industry analysts suggest that the competition for high-performance chips will intensify in the coming months, with suppliers likely prioritizing orders from firms investing heavily in AI infrastructure. For Apple, this means navigating a highly competitive environment where securing sufficient components could become increasingly difficult. With its upcoming fiscal quarters projected to see revenue growth between nine and 11 percent, the company must balance its ambitious expansion plans against the reality of constrained supply chains. As the situation unfolds, investors remain cautious, with Apple’s shares dropping six percent following the release of its latest financial update. The company’s ability to manage these challenges will be crucial in determining whether it can maintain its position as a leader in the global tech industry amid evolving market dynamics.