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Tim Cook says iPhone price increase is 'unavoidable'

Apple CEO Tim Cook told The Wall Street Journal that rising memory and storage costs have created an "unsustainable" situation. He stated that price hikes for company products are unavoidable despite attempts to shield customers. The specific timeline and affected products remain unclear.

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What changed

New reports clarify that the price hikes are driven by a memory and storage chip crunch.

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  1. Tim Cook says Apple price increases are "unavoidable"

    Apple CEO Tim Cook told The Wall Street Journal that rising memory and storage costs have created an "unsustainable" situation. He stated that price hikes for company products are unavoidable despite attempts to shield customers. The specific timeline and affected products remain unclear.

    What's confirmed:

    • Tim Cook told The Wall Street Journal that price increases are "unavoidable".
    • Cook described the current cost situation for memory and storage as "unsustainable".
    • Apple attempted to mitigate cost increases to protect its customers.

    Still unconfirmed:

    • The iPhone 18 Pro may see a price increase in 2026.
    • A DRAM shortage is driving the price hikes.
    • Tim Cook is an outgoing CEO.
    confidence 90%

  2. Tim Cook warns iPhone price increases are unavoidable

    Apple CEO Tim Cook told The Wall Street Journal on June 17 that device price hikes are unavoidable. He attributed the move to an AI memory crunch affecting consumers. The company has not yet specified which products will see price changes or the exact amounts.

    What's confirmed:

    • Tim Cook told The Wall Street Journal on June 17 that device price increases are unavoidable.
    • The price hikes are driven by an AI memory crunch reaching consumers.

    Still unconfirmed:

    • TechInsights analysts estimate a future iPhone Pro model could increase by $270.
    confidence 100%

  3. Tim Cook says Apple price increases are "unavoidable"

    Apple CEO Tim Cook stated that price hikes for company products are necessary due to rising memory chip costs. He described current RAM expenses as "unsustainable" in an interview with The Wall Street Journal. The company has not specified which products will be affected or when the changes will take effect.

    What's confirmed:

    • Tim Cook stated that price increases for Apple products are "unavoidable".
    • The CEO told The Wall Street Journal that RAM expenses have become "unsustainable".
    • Rising costs for memory chips and AI-driven demand are the causes for the price hikes.
    • Tim Cook did not specify the timing of the price increases or which specific products would be impacted.

    Still unconfirmed:

    • The iPhone 18 Pro could cost $1,399.
    • Tim Cook is an outgoing CEO.
    confidence 95%