Prices Of Apple Products Are Expected To Increase

About two weeks after his final appearance hosting Apple's Worldwide Developers' Conference (WDC), outgoing Apple CEO Tim Cook tells the Wall Street Journal the company plans to raise prices on its products. Cook blamed the rising costs of memory chips and storage.

Cook did not say which products would be affected, or when the price hikes would take effect. Apple is expected to release the iPhone 18 series in September, and many expect it to also announce the company's first foldable phone.

"Unfortunately, price increases are unavoidable," Cook told the WSJ. "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 warned during Apple's second-quarter earnings call in May that he expected memory costs to "drive an increasing impact on our business," but without offering specifics. And at least one analyst suggested the memory chip crisis could raise the price of iPhones — but maybe not all models.

Insatiable demand from AI companies has driven the cost of memory and storage chips sky-high, leading to a severe shortage of RAM — a situation dubbed RAMmageddon within the industry.

Apple is far from the only company feeling the squeeze and raising prices as a result. Microsoft raised its Xbox console prices in 2025, and Sony raised the cost of its Playstation consoles in April.