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Apple is preparing to raise the prices of its products as the cost of memory chips, a key component in technology devices, has risen sharply in recent months, the company's CEO Tim Cook confirmed in an interview with the Wall Street Journal.
Cook stated that price increases have become "inevitable," arguing that the memory market is facing an unstable situation due to a lack of supply and strong demand growth.
While he didn't provide details on when the new prices will go into effect or which products will be affected, Cook hinted that the company is facing significant financial pressure from its suppliers. It's not yet known whether the price hikes will also affect the iPhone 18, the new model expected to be introduced in September.
According to Apple's CEO, the company has made efforts to absorb some of the additional costs to protect customers, but the continued rise in memory prices has made this strategy difficult.
"We are doing our best to mitigate the large cost increases that are being passed on to us and we have attempted to protect our customers from these increases, but the situation has become unsustainable. There is less supply at a time when customers are demanding equipment, while memory manufacturers are applying large price increases ," Cook said.
He added that the company needs the memory market to return to more stable and affordable levels for the consumer electronics industry.
One of the main factors driving up costs is the global boom in artificial intelligence. The development of AI technologies has significantly increased demand for memory chips and other semiconductor components, putting pressure on global supply.
Meanwhile, the situation has been further complicated by geopolitical tensions in the Middle East. The war in Iran has affected the international supply of helium, a gas essential for semiconductor production, adding to the costs of producing computer chips.
Industry indicators are already reflecting these developments. The price of RAM, traditionally considered one of the cheapest computer components, has more than doubled from previous levels.
According to research firm Omdia, the average selling price of smartphones globally is expected to increase by around 20 percent during 2026, reaching an all-time high.
Analysts also predict that future iPhone models could cost up to $150 more than the iPhone 17, largely due to hardware upgrades that will support new artificial intelligence features.
Apple has already made some moves that reflect this trend. Earlier this year, the company dropped the base version of the Mac Mini computer, a decision that increased the product's starting price by about $200.
Tim Cook, who will step down from Apple's leadership in September after 15 years at the helm of the company, will hand over the CEO position to John Ternus, while the challenge of managing costs and maintaining product competitiveness is expected to remain one of the main issues for the new leader.
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