Apple CEO Tim Cook has signaled that price increases are on the horizon for iPhones, iPads, and Macs, citing soaring RAM expenses that he describes as "unsustainable." In a recent statement, Cook confirmed that the company can no longer absorb the rising costs of memory components and will pass them on to consumers.
"The cost of RAM has reached a level that we simply cannot maintain," Cook said. "We've held off as long as possible, but to continue delivering the quality and performance our customers expect, we have to adjust pricing."
While Cook did not specify exact figures or a timeline, analysts expect the hikes to roll out with the next generation of devices. The move marks a rare admission from Apple, which typically absorbs component cost fluctuations rather than explicitly linking them to retail prices.
Industry observers note that the global memory market has seen sharp price increases due to supply chain constraints and heightened demand for AI and data center hardware. Apple, as one of the largest buyers of RAM, is feeling the pinch.
For consumers, this means the already premium-priced iPhone, iPad, and Mac lines could become even more expensive. Cook assured that Apple will strive to keep increases "as moderate as possible" but warned that some products may see significant jumps.
The announcement has sparked debate among tech enthusiasts, with some questioning whether Apple's profit margins leave room to absorb the costs. However, given Cook's direct language, price hikes appear inevitable.