A Samsung Electronics Co. 12-layer HBM3E, top, and other DDR modules arranged in Seoul, South Korea, on Thursday, April 4, 2024.
SeongJoon Cho | Bloomberg | Getty Images
Samsung Electronics was once the dominant player in a type of semiconductor known as memory, putting it in a great position to capitalize on the boom of artificial intelligence.
But the South Korea electronics giant has now fallen behind its long-time rival SK Hynix in next-generation chips that have been key component for AI silicon leader Nvidia. The result? Samsung’s profit has plunged, around $126 billion has been wiped off its market value, according to data from S&P Capital IQ, and an executive issued a rare public apology about the company’s recent financial performance.
Memory is a critical type of chip used to store data, and it can be found in a plethora of devices from smartphones to laptops. For years, Samsung was the undeniable leader in this technology, ahead of South Korean rival SK Hynix and U.S. competitor Micron.
But as AI applications such as OpenAI’s ChatGPT rose in popularity, the underlying infrastructure required to train the huge models they rely on became a bigger focus. Nvidia has emerged as the top player in this space with its graphics processing units (GPUs) that have become the gold standard used by tech giants for AI training.
A crucial part of that semiconductor architecture is high-bandwidth memory, or HBM. This next generation of memory involves stacking multiple dynamic random access memory (DRAM) chips, but it had a small market before the AI boom.
That’s where Samsung got caught out and failed to invest.
“HBM has been a very niche product … for a long time and Samsung has not focused its resources on its development,” Kazunori Ito, director of equity research at Morningstar, told CNBC by email.
“Due to the difficulty of the technology involved in stacking DRAMs and the small size of the addressable market, it was believed that the high development costs were not justified.”
SK Hynix saw this opportunity. The company aggressively launched HBM chips which were approved for use in Nvidia architecture and, in the process, the South Korean firm established a close relationship with the U.S. giant. Nvidia’s CEO even asked the company to speed up supply of its next generation chip, underscoring the importance of HBM to its products.
“With strong R&D (research and development) investments and established industry partnerships, SK Hynix maintains an edge in both HBM innovation and market penetration,” Brady Wang, associated director at Counterpoint Research, told CNBC by email.
Samsung told CNBC that, in the third quarter, total HBM sales grew more than 70% quarter-on-quarter. The tech giant added that the current product known as HBM3E is in mass production and generating sales.
The South Korean tech company noted that development for its next-generation HBM4 is “underway according to plan” and that the company is targeting starting “mass production” in the second half of 2025.
Can Samsung make a comeback?
Analysts said that Samsung is lagging behind competitors for a number of reasons, including underinvestment in HBM and the fact that it is not a first-mover.
“It is fair to say that Samsung has not been able to close the gap with SK Hynix on the HBM development roadmap,” Morningstar’s Ito said.
Samsung’s ability to make a comeback in the short term appears to be closely linked to Nvidia.
A company must pass a strict qualification process before Nvidia approves it as a HBM supplier — and Samsung has not yet completed this verification. But a green light from Nvidia could open the door for Samsung to return to growth and compete more effectively with SK Hynix, according to analysts.
“Since NVIDIA holds more than 90% of the AI chip market, where most HBMs are used, NVIDIA’s approval is critical for Samsung to benefit from the robust demand for AI servers,” Ito said.
A Samsung spokesperson said that the company has made “meaning progress” regarding HBM3E and has “completed an important phase in the qualification process.”
“We expect to start expanding sales in the fourth quarter,” the spokesperson said.
Meanwhile, Wang noted that Samsung’s strength in research and development, as well as the company’s semiconductor manufacturing capacity that could help it catch up to SK Hynix.
Taiwan Semiconductor Manufacturing Co.‘s $100 billion commitment to expand manufacturing in the U.S. is “great news,” Qualcomm CEO Cristiano Amon told CNBC on Tuesday, adding it helps with diversification of chipmaking locations.
Amon also addressed U.S President Donald Trump’s tariff policy, suggesting longer term technology trends would outweigh any short term uncertainty.
Trump announced on Monday that TSMC would invest $100 billion in the U.S. which would go toward building more chip fabrication plants in Arizona. TSMC is the world’s largest semiconductor manufacturer and supplies chips to the likes of Qualcomm, Apple and Nvidia.
The U.S., under leadership of both Trump and former President Joe Biden, has sought to bring more cutting-edge chip manufacturing to American soil on the grounds that it is a matter of national and economic security to have these advanced technologies made closer to home.
Many in the technology industry have backed these plans, including Qualcomm.
“Look, this is great news,” Amon said. “It shows that semiconductors are important. It’s going to be important for … the economy. Economic security means access to semiconductors. More manufacturing is music to our ears.”
Amon said that some of Qualcomm’s chips are already manufactured in TSMC’s existing plants in Arizona and in the future, the company will get more semiconductors made in the U.S.
“TSMC is a great supplier of manufacturing for Qualcomm. They have a facility in Arizona. We already have chips built in Arizona. The more capacity that they put we’re going to use it, same way we’ve been using in Taiwan, we’re going to use it in other locations,” Amon said.
Global companies are also digesting the imposition of tariffs by the U.S. on Mexico and Canada as well as additional duties on China.
Qualcomm CEO Cristiano Amon speaks at the Computex forum in Taipei, Taiwan, June 3, 2024.
Ann Wang | Reuters
Amon said it’s currently difficult to predict the impact on Qualcomm from the tariffs.
“It’s hard to tell because you don’t know exactly how this is going to go. The interesting thing is we’re big exporters of chips. We’re not an importer of chips … Chips are going to devices. They’re made all over the world, and it’s hard to really know what is happening,” Amon said.
“We’re just is going to navigate based on whatever the outcome is.”
The Qualcomm CEO said there are a number of key technology trends that are likely to support the U.S. giant’s business in the long term, over the short term tariff uncertainty.
We are right at the “beginning of a significant upgrade for AI smartphones. We’re seeing PCs changing to AI PCs. Cars are becoming computers. That’s what’s driving our business, not necessarily what we’re going to see in the short term,” Amon said.
Samsung teased the headset last year and put it on display at this year’s Mobile World Congress in Barcelona.
Samsung refers to the product as “extended reality” or XR device which aims to merge the digital and physical world. However, there are currently few details about the device. Four cameras are visible in the front lens of the physical headset and there appears to be touch controls on the side.
Samsung worked alongside both Qualcomm and Google to develop a new kind of operating system for these kind of devices, known as the Android XR platform.
In December, Samsung said Google Gemini would be installed in the headset allowing wearers to experience a “conversation user interface.”
This would presumably enable users to interact with Gemini, Google’s AI assistant, to help navigate through apps and tasks. The cameras also suggest there will be some sort of gesture control similar to Apple’s Vision Pro.
“To me, the breakthrough technology is a combination of advanced vision capability with intelligence that understands user intention. I think without the intelligence part, it’s a defective product,” Patrick Chomet, executive vice president at Samsung’s mobile division, told CNBC in an interview on Tuesday.
Chomet hinted at a world envisioned by many consumer electronics firms, where smarter AI digital assistants are able to more intuitively understand user requirements on a device.
Samsung was one of the early players in virtual reality headsets, a market that never really took off the way many companies had predicted. But with technology advancing in areas from displays to chips, mixed or extended reality has been touted by big players as a new frontier in computing.
Samsung teased a future product roadmap during a January presentation when it launched its flagship S25 series of smartphones. One slide of the presentation showed outlines of future devices including a trifold smartphone, similar to Huawei’s Mate XT, as well as the Project Moohan headset.
The final product was a pair of glasses, which could hint at a different type of future XR headset. Smart glasses offer similar experiences to a headset but without wearing a bulky device.
CNBC reported last year that Samsung, Qualcomm and Google were collaborating on a mixed-reality set of glasses. Samsung appeared to confirm such a collaboration at the S25 event in January.
Chomet did not give a timeline for the launch of a glasses product. However, he said that it is likely people will use multiple devices.
“Probably for quite some time still the smartphone will be the most used device,” Chomet said. “I see a world where people have various things including in their home, in their car. And the device will help you accomplish what you need to accomplish.”
CEO of Meta and Facebook Mark Zuckerberg, Lauren Sanchez, Amazon founder Jeff Bezos, Google CEO Sundar Pichai, and Tesla and SpaceX CEO Elon Musk attend the inauguration ceremony before Donald Trump is sworn in as the 47th U.S. president in the U.S. Capitol Rotunda in Washington, Jan. 20, 2025.
Saul Loeb | Via Reuters
Technology stocks have slumped more than 7% since President Donald Trump took office in January, with new tariffs setting off a trade war and adding fuel to the risk-off sentiment on Wall Street.
Economists warned the tariff spat could spike inflation and send shockwaves worldwide, prompting investors to dump winning stocks and mitigate risk.
The fears have battered technology stocks that led the market in the wake of Trump’s presidential victory. The S&P 500 technology sector fell 1% on Tuesday, building on a 3.5% loss from the previous session. It’s down 7.6% since Trump’s inauguration.
Tariffs may spike manufacturing costs for leading technology companies such as Apple and Nvidia that assemble and manufacture products outside the U.S.
Nvidia, the leading artificial intelligence chipmaker, fell nearly 9% on Monday in response to the tariffs and has plummeted more than 17% since Trump took office. Shares continued to slip Tuesday.
The company makes most of its chips in Taiwan but manufactures some more complex systems in other regions. Nvidia said it plans to produce some chips at Taiwan Semiconductor Manufacturing‘s planned facilities in the U.S. Trump announced Monday that the company will be investing an additional $100 billion toward building five new fabrication facilities in Arizona, bringing TSMC’s total investment in the U.S. to $165 billion.
Elon Musk-backed Tesla has lost a third of its value since the inauguration. Alphabet has dropped about 15%, while Microsoft and Amazon are down at least 10% each. Apple is up 3%.
Trump smashed hopes of a potential last-minute deal Monday, clearing the way for 25% duties on Canada and Mexico to go into effect. He said there was “no room left” to discuss alternatives after weeks of negotiations. He also put an additional 10% tariff on Chinese goods.
All three countries responded to the new levies. Canada said it would implement retaliatory tariffs as soon as Tuesday, and Mexico said it is preparing to announce a plan Sunday. China has punched back with a tariff of up to 15% on some U.S. goods.