Apple’s CEO, Tim Cook, told the Wall Street Journal that Apple plans to raise prices on its products to offset rising memory and storage chip costs.
Cook said higher component costs had become “unsustainable,” though he did not say when prices would rise. He also did not say how large the increases would be or which products would be affected.
The pressure comes as AI-driven data-centre demand tightens supplies of key components used by consumer electronics companies. The shift has pushed the prices of memory and storage chips higher.
Cook pointed to the DRAM market as a major concern. He said more supply was being allocated to high-bandwidth memory, which is used in AI servers.
Industry groups representing automakers, retailers and electronics firms warned earlier this month that rising demand for memory chips could raise US consumer-goods prices. Moreover, it could disrupt supply chains.
Apple is reportedly preparing to release its first foldable iPhone in September. This will happen alongside the iPhone 18 Pro and iPhone 18 Pro Max. However, there is no clarity whether those models would face price changes.
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Cook said Apple wants memory pricing and supply to return to reasonable levels for consumer products. He added that the company was willing to use its balance sheet to help expand supply.
Cook also said Apple does not plan to use its cash and silicon expertise to build its own memory and storage factories. Furthermore, he is set to hand over the company’s leadership to John Ternus in September 2026.
