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Bernstein Cuts Sony to Market Perform on AI-Driven Memory Price Spike as Shares Slip

The call highlights pressure on PlayStation hardware profitability, with risks extending to Sony’s image-sensor unit.

Overview

  • The firm lowered its price target to $22 for U.S. shares and to 3,400 yen in Tokyo, down from $30 and 4,600 yen.
  • It projects DRAM and NAND costs to climb about sevenfold by year-end on tight supply and AI server demand.
  • Bernstein warns higher memory bills could squeeze PlayStation 5 margins and sees Sony allowing shipments to decline to limit hardware losses.
  • Earnings estimates were cut to 197 yen for fiscal 2027 and 205 yen for fiscal 2028, both below current consensus.
  • The note also flags headwinds for Sony’s semiconductor business focused on smartphone image sensors, including potential share losses to Samsung.