Memory makers SK hynix, Samsung, and Micron are implementing hourly contracts as AI demand drives unprecedented volatility in the DRAM market. These contracts require new pricing quotes with each hour, forcing OEMs to make rapid purchasing decisions. Large PC manufacturers now face the challenge of shipping products at one price while future inventory is subject to hourly fluctuations, creating significant supply chain uncertainty.

The market is dividing between deep-pocketed customers like cloud providers, automakers, and tech giants including Apple and Samsung, who maintain priority access and negotiation leverage. Meanwhile, more than 190,000 small and medium enterprises struggle with cash flow constraints as prices shift rapidly. Many smaller firms are revising demand forecasts downward to avoid margin erosion as consumers resist higher product costs.

This trend extends beyond DRAM, with NAND Flash manufacturers like Phison already requiring customer prepayments to control supply. The new hourly pricing model appears to be just the beginning, with prepayments potentially becoming mandatory for valuable DRAM shipments. Memory manufacturers increasingly favor buyers who can prepay or settle in cash, creating a two-tier market where financial strength determines supply access.