Apple has signaled that higher product prices are likely ahead, as rising memory chip costs continue to put pressure on the company’s supply chain.
The statement comes from Apple CEO Tim Cook, who said in an interview with The Wall Street Journal that price increases are “unavoidable” and described the current situation in memory chips as “unsustainable.”
He did not specify when prices will rise or which products will be affected. It also remains unclear whether the upcoming iPhone 18, expected to launch in September, will be included in the price adjustments.
AI boom driving chip shortage
Memory chips are a core component in smartphones, laptops and other smart devices. However, the rapid expansion of artificial intelligence (AI) technologies has significantly increased global demand, pushing up prices.
Cook said Apple is trying to absorb the cost pressures where possible.
“We’re doing our best to mitigate the huge increases that are being passed to us… but the situation has become unsustainable,” he told The Wall Street Journal.
He added that supply constraints are worsening just as consumer demand for devices remains strong, forcing chipmakers to pass on higher costs.
The pricing pressure is not limited to Apple.
Chip giant Taiwan Semiconductor Manufacturing Company (TSMC) previously said in an interview with the BBC that it could not rule out price increases as inflation raises production costs.
Meanwhile, Samsung has also warned that memory chip shortages are likely to push up the prices of electronic devices globally.
The trend reflects a wider imbalance between supply and demand in the semiconductor industry, especially for advanced chips used in AI systems.
The price of RAM—traditionally one of the cheapest computer components—has more than doubled since October 2025.
In addition to AI demand, disruptions linked to the war in Iran have affected global helium supply. Helium is an essential gas used in semiconductor manufacturing, adding further pressure to production costs.
Apple’s recent pricing moves and sales trend
Apple has already made selective price adjustments in recent months, including raising the price of its Mac Mini computers by around $200 earlier this year.
Despite rising costs, the company has reported strong performance. The iPhone 17 lineup has seen high demand since its launch last September.
Apple device sales grew by 17% in the first three months of 2026 compared to the same period last year, driven in part by strong demand in China.
The pricing announcement also comes during a leadership transition. Tim Cook, who has led Apple for 15 years, is expected to step down in September and be replaced by John Ternus.
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