Apple CEO Tim Cook said in an interview with The Wall Street Journal that the company may raise prices on its products in the near future because component costs have risen sharply, according to Walla. Cook said Apple has so far absorbed those costs to protect customers, but the supply chain no longer allows that approach indefinitely.
He did not give a date for any price increase or say by how much products would become more expensive. The possible hike comes ahead of the expected unveiling of the iPhone 18 lineup and could also affect Mac computers, tablets, and other products scheduled for release later this year.
Cook pointed mainly to memory and storage prices, which have jumped as demand grows for artificial intelligence infrastructure and development. He described the market as unusually extreme, especially for RAM and storage components.
Apple is not alone in facing the pressure. In recent months, Samsung, HP, Microsoft, Nintendo, and Valve have also discussed shortages and rising memory prices. If the trend continues, consumers may see higher prices already in Apple’s next product generation.
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