SYNEX Unfazed by Apple Price Hikes, Accelerates Diversified Product Expansion, Keeps FY 2026 Revenue Target at THB 53 Billion
Continuing to monitor Apple price changes, but will assess them from the overall product portfolio perspective
SYNEX (Thailand) Public Company Limited (SYNEX) said it is closely tracking Apple’s price adjustments. Driven by stronger demand from the AI data center sector, rising costs for memory chips and storage components have led Apple to raise iPad and MacBook prices in several countries, including Thailand.
However, the price increases are limited to certain product categories; iPhone, a key product in the Thai market, has not yet been repriced. The company believes the increases follow industry cost trends, which may affect many tech categories and are not unique to Apple.
The company will not judge market conditions based on a single brand, but will take a holistic view of its overall business portfolio. SYNEX now has a diversified product lineup and works with major brands on product planning, inventory management, and product mix adjustments to balance sales volume and profitability.
Expanding commercial, enterprise solutions and gaming lines to strengthen resilience to market volatility
Although Apple remains one of the core product lines, the company said its revenue structure continues to become more resilient as the business expands into the commercial market, enterprise solutions, and gaming. Public- and private-sector investment in AI infrastructure, data center construction, and digital transformation in Thailand is supporting these businesses and helping the company better withstand market swings.
Results in the first quarter of FY 2026 confirm these gains: net profit rose 17.6% year on year, revenue increased 1.4%; gross margin improved from 3.81% to 3.87%, gradually approaching the internal target.
Even as the industry still faces supply chain constraints and memory shortages, the company relies on efficient portfolio management to keep increasing the share of revenue from high-margin businesses.
Continuing to expand the tech product line while sticking to the FY 2026 revenue target of THB 53 billion
Beyond that, the company continues to broaden its technology product matrix. In the first half of 2026, SYNEX signed two new technology partners: it secured exclusive distribution rights for Honeywell Thailand; and teamed up with LONGi, a leader in solar modules and clean-energy solutions, to enter Thailand’s solar market and further strengthen its ecosystem.
Market prospects for storage devices remain favorable, with the hard disk drive segment standing out. Demand from enterprises and data centers continues to expand, supporting stable pricing and gross margins in this category.
Looking ahead to the second half of the year, the company maintains its FY 2026 revenue target of THB 53 billion. Support comes from investment in AI infrastructure and data centers, government digitalization projects, and rising demand for commercial PCs and smart devices; at the same time, major partners will launch new products in the second half of the year, creating continued growth opportunities and helping the company push toward the THB 53 billion revenue goal as planned.
