Apple CEO warns of ‘unavoidable’ price increases

• Apple CEO Tim Cook has warned that the company will raise product prices due to an "unsustainable" rise in memory chip costs, he told the Wall Street Journal.
• The increase in memory chip prices is primarily driven by the boom in artificial intelligence , which demands vast amounts of these components.
• This announcement precedes the anticipated launch of the new iPhone 18 and other Apple products in September.
• Memory chip costs, particularly for RAM, have more than doubled since late last year, already leading to a 20 percent price increase in other phones in 2026.
• Tim Cook is scheduled to step down in September, with hardware chief John Ternus expected to succeed him as the new chief executive.

IN FULL

Apple products are about to get more expensive, Tim Cook says