MacRumors Article
Tim Cook Says Apple Price Increases Are 'Unavoidable' Due to Memory Costs
https://www.macrumors.com/2026/06/17/apple-increasing-prices/
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Apple's CEO Tim Cook revealed in an interview with the Wall Street Journal that the company is raising product prices to offset rising memory and storage device costs. Apple can no longer absorb the price increases on its own and has no choice but to pass some of the costs to consumers.
Tim Cook stated, "Unfortunately, price increases are unavoidable," and added, "We have done our best to mitigate the enormous cost increases, and we have worked to ensure that customers did not feel the increases during that time, but now the situation has become unsustainable."
He did not specify which products' prices would be increased or how much the increase would be. The iPhone 18 Pro and iPhone 18 Pro Max, scheduled for release in September, may be more expensive than the iPhone 17 Pro or Pro Max. iPad and Mac product prices are also likely to increase in the near future.
Apple has already discontinued the lowest-priced Mac mini model and raised the price from $599 to $799. Additionally, some high-spec Mac mini and Mac Studio options have also been discontinued.
A surge in demand from AI companies for memory and storage device chips is causing chip shortages and cost increases. The Wall Street Journal analyzed that considering memory chip and SSD costs, Apple would need to raise device prices "substantially" to maintain current profit margins. Market research firm TechInsights forecasts that Apple would need to raise the price of the iPhone 18 Pro by approximately $270 to maintain existing profit margins.
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The original article is a paid article.
https://x.com/WSJ/status/2067351876899684785
