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Apple Signals Possible Price Increases as Component Costs Surge

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By קובי ברקת

First reported by Now 14 · Jun 18, 2026

What happened

Apple CEO Tim Cook said rising component costs could force Apple to raise prices soon. The increase could affect the iPhone 18 lineup, Macs, tablets, and other products, as memory and storage costs surge amid AI demand.

01Tim Cook said Apple may raise prices because component costs have climbed.
02Apple has been absorbing costs, but he said it cannot do so indefinitely.
03No timing or size of the possible increase was provided.
04The pressure is tied mainly to RAM and storage shortages and AI-related demand.
05Samsung, HP, Microsoft, Nintendo, and Valve have faced similar market strain.

Summary translated & synthesized from the sources below by baba. Read each original for the full report.

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Tim Cook