The memory shortage shaking Apple and Microsoft is 'existential crisis' for smaller players

The skyrocketing costs of memory chips are causing major headaches for Apple and Microsoft, who are opting to hike prices on their key devices to stay afloat. However, smaller consumer electronics companies are facing a much more severe crisis, with some struggling to keep up. This shortage is becoming an existential threat for these smaller players, as they can't absorb the same price increases and are finding it increasingly hard to compete in the market. This situation underscores the fragile supply chain dynamics that can have outsized effects on less financially robust companies.