For years, Apple Computer Inc.'s new product introductions have jumpstarted the NAND flash-memory market. The so-called ''Apple effect'' would boost the fortunes--and bottom lines--of Hynix, Samsung, Toshiba and other NAND vendors, which sell product to Apple.

But ''so far in 2008, the NAND market has not experienced the 'Apple effect' seen in previous years, despite the upcoming 3G iPhone and the SSD option for the MacBook Air,'' according to a new report from Semico Research Corp.

The research firm was referring to new and upcoming products from Apple, one of the world's largest buyers of NAND flash. NAND is used for storage applications in the iPod and iPhone line of products.

''Consumer confidence is low due to the repercussions of the U.S. sub-prime mortgage crisis and consumer disposable income is hampered by rising prices at the gas pumps,'' according to Semico. ''These factors are having a dampening effect on consumer electronics sales.''

Still, NAND unit shipments are expected to reach 3,528.5 million units in 2008 compared to 2,508.6 in 2007. NAND revenues will grow 13 percent in 2008 compared to 25 percent in 2007, according to the research firm.