Despite memory supply challenges, Apple seems to be faring fairly well, with market share increasing across its business. Counterpoint data reveals that Apple has achieved an astonishing 65 per cent share of the premium smartphone market, per Apple Must. In part, that’s because as an existing premium brand, Apple was able to better absorb rising memory costs through higher margins and reduced promotions. That’s particularly true in smart home and device markets, where manufacturers lack the margins to sustain higher memory prices while delivering products customers can afford. It also tells us 82 per cent expect rising prices, including 33 per cent who cite a “significant increase.”