Apple CEO Tim Cook
Apple CEO Tim Cook made this statement in an interview with The Wall Street Journal published on June 17. “The company has long tried to protect customers from rising costs. Unfortunately, price increases are inevitable. We are doing everything we can to cushion the massive cost increases that suppliers are passing on to us and trying to shield customers from these costs, but the situation has become unsustainable,” Cook said.
The statement came amid a sharp rise in demand for memory chips used in AI systems and data centers. Memory manufacturers are increasingly shifting production capacity toward components for AI infrastructure, leading to supply shortages in the consumer electronics market.
Apple did not specify which devices will see price increases or when the changes will take effect. However, analysts expect that the price increases could affect the iPhone lineup, Mac computers, and iPad tablets. The company’s next major product launch is expected in September, when Apple is expected to unveil the iPhone 18 series.
According to research firm TechInsights, as cited by The Wall Street Journal, the cost of memory and storage in Apple’s future flagship smartphones could increase severalfold compared to previous models. This is due to rising prices for DRAM and NAND chips, which have become one of the key scarce resources in the era of rapid artificial intelligence development.
Cook’s statement has drawn additional attention due to the fact that Apple’s current CEO will step down in September after 15 years at the helm of the company. His successor is expected to be John Ternus, who oversees Apple’s hardware division.
