2026-06-18 14:02:16

Apple is planning to raise the prices of some of its products as the cost of memory chips continues to climb amid booming demand for artificial intelligence technologies.

Outgoing chief executive Tim Cook said price increases had become inevitable as manufacturers faced mounting supply pressures.

He told The Wall Street Journal: “We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable.”

Cook did not reveal when the increases would take effect or which devices would be affected. It also remains unclear whether the anticipated iPhone 18 lineup, expected to launch in September, will be subject to higher prices.

Memory chips are vital components in smartphones, computers and other consumer electronics. However, growing investment in AI infrastructure has dramatically increased demand, driving up prices across the sector.

Cook said: “There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases.

“We definitely need memory pricing and supply to return to reasonable levels for consumer products. That’s the bottom line.”

Cook, who is due to step down after 15 years leading Apple and be succeeded by John Ternus, said the company had attempted to absorb rising costs for as long as possible.

The price of RAM, traditionally among the cheapest computer components, has reportedly more than doubled since October 2025.

Analysts say the situation has been exacerbated by disruptions to helium supplies caused by conflict in Iran. The gas plays a crucial role in semiconductor manufacturing.

Research firm Omdia predicts average smartphone selling prices will rise by around 20 per cent in 2026.

Omdia analyst Chiew Le Xuan said Apple’s next generation of devices could cost up to $150 more as manufacturers incorporate more AI capabilities.

He said: “This is the new pricing reality, not a temporary spike.

Other technology firms have also warned of similar pressures.

Taiwan Semiconductor Manufacturing Company recently signalled that further price rises could not be ruled out, while Samsung Electronics has warned memory shortages may increase electronics prices.

Earlier this year, Sony raised prices for its PlayStation 5 consoles, while Nintendo announced increases for the Switch 2 amid changing market conditions.

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