They also all agree that the RAM shortage is about to flip that on its head. CEO Cristiano Amon says a big dip in its smartphone business will be “100 percent” because of the memory shortage. When we first started reporting on RAM ruining everything, IDC thought average phone prices might go up by just $9. RAM in your laptopPCs generally need even more RAM than phones and consoles, and they’ve been hit quicker because PC makers haven’t felt the need to stockpile RAM in advance. “There’s no relief until 2028,” said Intel CEO Lip-Bu Tan in early February, after speaking to two of the big three memory companies.