Tim Cook, Apple’s outgoing CEO, stated that price increases for Apple’s products are “unavoidable” due to a memory crunch. In an interview with The Wall Street Journal, Cook explained that Apple is attempting to mitigate rising costs but described the situation as unsustainable. He did not provide specifics on the anticipated price increases or a timeline for their implementation.
Apple is expected to announce its iPhone 18 lineup in a few months, following WWDC 2026. Those devices are likely to be more expensive than previous models. The new laptops and tablets that Apple plans to release this year are also anticipated to carry higher prices.
The tech industry is currently facing challenges in sourcing components, driven by increased demand from AI development. Cook emphasized that memory pricing and supply must return to reasonable levels for consumer products. “There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” he said.
Cook reflected on the unprecedented market conditions for RAM and storage, stating, “I’ve never seen anything like it in any area in over 40 years.” Other tech companies, including Samsung, HP, Microsoft, Nintendo, and Valve, have similarly acknowledged the impact of rising RAM costs and demand in recent months.
