Tim Cook says Apple’s price increases are unavoidable due to memory shortages

Apple products are likely to become more expensive as the technology industry faces rising memory costs and supply shortages, according to the company’s outgoing chief executive, Tim Cook.

In an interview with The Wall Street Journal, Cook indicated that price increases across Apple’s product range are becoming difficult to avoid. While he did not provide details about the scale of any increase or a timeline for implementation, his comments suggest that future devices could carry higher price tags as component costs continue to climb.

“Unfortunately, price increases are unavoidable,” Cook said. “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.”

Memory shortages continue to affect technology companies

The comments come at a time when the global technology sector is experiencing significant pressure on the supply of memory components. Demand for RAM and storage products has surged as companies invest heavily in artificial intelligence infrastructure, placing additional strain on manufacturers and supply chains.

According to Cook, the imbalance between supply and demand has resulted in substantial cost increases for device makers. Apple has attempted to absorb some of those expenses to prevent immediate impacts on customers, but the company now appears to be reaching its limits.

“There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” he said. “We definitely need memory pricing and supply to return to reasonable levels for consumer products. That’s the bottom line.”

The timing of Cook’s remarks is notable. Following the conclusion of Apple’s Worldwide Developers Conference (WWDC) 2026, industry attention is beginning to shift towards the company’s next major hardware announcements. Apple is expected to unveil its iPhone 18 range later this year, alongside potential updates to its Mac and iPad product lines.

If memory prices remain elevated, those new products could launch at higher prices than previous generations. Existing products may also face adjustments if component costs continue to rise and supply conditions fail to improve.

Apple prepares for leadership transition

Cook’s interview also offered insight into the challenges facing the wider consumer technology market. The outgoing chief executive described the current memory situation as unprecedented during his decades in the industry.

“I’ve never seen anything like it in any area in over 40 years,” he said.

Industry observers have suggested that Cook’s decision to address the issue publicly may have been intended to prepare customers and investors for potential price changes before a leadership transition. Apple executive John Ternus is expected to succeed Cook, and the interview allows the outgoing chief executive to communicate the difficult message directly rather than leaving it to his successor.

The challenges Apple faces are not unique. Several major technology companies have already spoken about the impact of rising memory costs and constrained supply. Manufacturers across the industry have warned that demand for components linked to artificial intelligence development is affecting the availability and pricing of key components used in consumer electronics.

Companies including Samsung, HP, Microsoft, Nintendo, and Valve have acknowledged the growing pressure from soaring demand for memory products in recent months.

As artificial intelligence development continues to drive investment in data centres and computing infrastructure, competition for memory supplies is expected to remain intense. Unless production capacity expands significantly or demand moderates, consumers could see higher prices across a wide range of technology products in the months ahead.

Impact on upcoming Apple devices

Apple has not confirmed which products could be affected by future price increases, nor has it announced any official changes to retail pricing. However, Cook’s comments indicate that the company is closely monitoring market conditions and evaluating how rising component costs affect its business.

With several major product launches expected before the end of the year, consumers and industry analysts will be watching closely to see whether Apple passes some of those additional costs on to buyers. Any pricing changes could influence purchasing decisions and potentially set the tone for the broader consumer electronics market.

The company’s response may also serve as an indicator of how other technology manufacturers plan to manage increasing production costs as the industry navigates one of the most challenging component supply environments in recent years.