Apple Warns RAM Shortages Will See Prices Increase

Apple has confirmed that its products will become more expensive as a result of the same supply constraints that have affected other consumer electronics companies.

Global shortages of various kinds of memory have seen companies increase prices to compensate. Now, in an interview with the Wall Street Journal, Apple CEO Tim Cook has confirmed that it will also have to increase its prices.

“Unfortunately, price increases are unavoidable,” he 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.”

Cook declined to offer details on the timing or scale of the planned price increases, nor which products will be affected. Apple’s next major product launch is likely to be in September when it releases the iPhone 18 lineup, expected to include a new foldable iPhone.

Price increases, especially for Macs and iPads, could come sooner. Apple raised the starting price of the Mac Mini last month in between launch events.

Apple has historically raised prices in situations like this by removing the lower-cost model, raising the entry price for new buyers. It’s something Apple did recently with the Mac mini, and the MacBook Neo has also been rumored to follow suit.

It’s unclear whether Apple will take a more traditional approach of simply increasing prices from here on out.