SYNEX Says It Has a Plan to Handle Apple Price Hikes, No Impact on FY2026 Plan

SYNEX says it is ready to handle Apple's price increases and will not be affected operationally; it is accelerating product diversification and maintaining its FY2026 revenue target.

 

SYNEX is closely tracking Apple's pricing moves. Driven by demand from the AI data center industry, costs for memory chips and storage components have risen, and Apple has raised iPad and MacBook prices in several countries, including Thailand.

 

However, the hike applies only to some product categories, while the flagship iPhone has not been repriced yet. The company believes the increase reflects broader industry cost trends. Many tech products may face the same pressure, and this is not unique to Apple.

 

The company said it will not assess the market based on a single brand, but will look at the overall business portfolio. SYNEX has a diversified setup and works with brand partners on product planning, inventory management, and product-mix adjustments to balance sales volume and profitability.

 

Although Apple remains one of its core lines, expansion into the commercial market, enterprise solutions, and esports has made the revenue structure more resilient. Ongoing public- and private-sector investment in AI infrastructure, data centers, and digital transformation in Thailand is supporting related businesses and improving the company's ability to weather market volatility.

 

Q1 FY2026 results show the strategy is working: net profit rose 17.6% year on year and revenue increased 1.4%; gross margin improved from 3.81% to 3.87%, moving closer to the target.

 

The industry still faces supply-chain constraints and memory shortages, but the company continues to grow, showing strong product-line management and a rising share of high-margin revenue.

 

In addition, the company continues to expand its tech portfolio. In the first half of 2026, SYNEX added two new technology partners: it secured exclusive distribution rights for Honeywell Thailand and teamed up with LONGi Green Energy, a leader in solar modules and clean-energy solutions, to expand into Thailand's solar market, further building its ecosystem and unlocking future growth opportunities.

 

Meanwhile, the storage market outlook is improving, and the hard-disk drive segment is performing strongly. Enterprise and data center demand continues to expand, supporting stable prices and gross margins for this product category.

 

Looking ahead to second-half operations, the company is maintaining its FY2026 revenue target of THB 53 billion. Supporting factors include investment in AI infrastructure and data centers, continued digital government rollout, growing demand for commercial PCs and smart devices, and new product launches from key partners in the second half that will create growth opportunities and help the company work toward its THB 53 billion revenue goal.