Apple to raise prices on its products due to memory chip crunch, Tim Cook says

Cook, however, declined to offer details on the timing or scale of the planned price increases

- Rob Wright

Apple plans to raise prices on its products to offset the surging costs of memory and storage chips, chief executive Tim Cook said in an exclusive interview with The Wall Street Journal.

“Unfortunately, price increases are unavoidable,” he said. “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 declined to offer details on the timing or scale of the planned price increases, nor which products would be affected. Apple’s next major product launch is likely to be in September when it releases the iPhone 18 lineup, expected to include a new foldable iPhone.

Price increases, especially for Macs and iPads, could come sooner. Apple raised the starting price of the Mac Mini last month in between launch events.

Skyrocketing demand for memory and storage chips from artificial-intelligence companies has pushed up their cost so much that Apple would have to raise device prices substantially to maintain its profit margins. Passing the higher cost on to consumers while maintaining its profit margin would add about $270 to the price of the next iPhone Pro model, estimates research firm TechInsights.

Chips for memory and storage are key components inside most computing devices, including smartphones, laptops, game consoles, medical equipment and even cars. But now AI servers are gobbling up rapidly increasing volumes of those chips, so even a company as rich and powerful as Apple is struggling to secure supply.