Experts who assessed Apple’s resilience to memory shortages typically pointed to the company’s ability to negotiate special terms with suppliers and secure long-term contracts. However, CEO Tim Cook was compelled to admit that the company will still increase prices on its products due to the rising cost of memory.
The current head of Apple expressed this sentiment in an interview with The Wall Street Journal, as reported by 9to5Mac. “Unfortunately, price increases are unavoidable. We’re doing everything we can to avoid significant hikes that are passed on to us, and we’ve tried to shield our customers from increases, but the situation has become untenable,” he stated. Cook declined to specify which products and when the price increases would affect. The next planned product debut is scheduled for September, when the company is expected to unveil the first models in the iPhone 18 lineup and its first-ever foldable iPhone. Devices like tablets and computers from the brand might see price adjustments sooner. Last month, the starting price of the Mac mini was indirectly increased when the most affordable version in terms of storage capacity was simply discontinued, even though the price of the remaining model with increased storage technically remained unchanged.
Cook emphasized that memory suppliers are offering less product intended for consumer devices, leading to price hikes. It remains unclear when these prices will return to a “healthy level.” On September 1st, Tim Cook will transition to the role of Chairman of the Board, and John Ternus will assume his position as the new CEO. Moving forward, the responsibility of leading the company and making decisions regarding price increases will fall upon him.
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