We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable.
Cook doesn’t say when Apple plans on raising prices or which products will be affected. The company has already stopped selling the Mac Studio with 512GB of RAM in March and later raised the starting price of the Mac Mini to $799 after dropping the cheaper $599 option from its lineup. Analyst Tim Culpan also suggested that Apple could discontinue the base configuration of the MacBook Neo, while keeping the $699 model with 512GB of storage.
As AI companies continue to demand more memory in their sprawling data centers, suppliers are struggling to keep up. The shortage has led to surging RAM and storage costs, as well as price increases across game consoles, laptops, and other devices.
“There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” Cook tells the WSJ. “We definitely need memory pricing and supply to return to reasonable levels for consumer products.”
Apple is getting ready to take the wraps off its latest lineup of iPhones later this year, though it’s unclear how big an impact the memory shortage will have on pricing. The WSJ estimates that the upcoming iPhone 18 Pro could cost $1,299, a jump from the $1,099 iPhone 17 Pro.
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Frequently Asked Questions
That price hikes are coming for iPhones, iPads and Macs: We are doing our best to mitigate the huge increases that are being passed to us, but the situation has become unsustainable. He did not say when or which products will be affected.
The WSJ estimates the upcoming iPhone 18 Pro could cost $1,299, a jump from the $1,099 iPhone 17 Pro.
AI companies demanding more memory for data centers while suppliers struggle to keep up. Cook said there is less supply at a time when consumers want devices, and memory makers are passing along huge price increases.
The company stopped selling the Mac Studio with 512GB of RAM in March and raised the Mac Mini starting price to $799 after dropping the cheaper $599 option.
