Apple Just Made 2 Moves That Could Make It a Long-Term Winner for Investors

The article’s main theme is how Apple’s response to rising memory-chip costs could support its long-term position for investors. It says Apple has avoided heavy AI compute spending, but chip demand from peers has pressured costs, citing memory price increases and a more than 60% quarter-over-quarter rise in Micron DRAM prices. Apple’s countermeasures include software designs that rely more on on-device processing, running more queries on the iPhone rather than sending prompts to remote servers. It also notes Siri has been rebuilt using Alphabet’s Gemini large language model and that upgraded Siri features showcased at WWDC earlier this month won’t work on many older iPhones. WHO: Apple CEO Tim Cook and the company’s management, referencing an interview about pricing. WHERE/WHEN: WWDC earlier this month and Apple’s disclosed guidance and product updates. WHY it matters: Apple reportedly raised prices for some MacBook and iPad models to preserve gross margin, while iPhone revenue is up 22% through the first six months of fiscal 2026, with expectations of modest revenue growth and slower profit growth in fiscal 2027.