Cupertino, en.SERU.co.id — Apple will start increasing prices on its products after months of trying to absorb steep rises in the cost of memory and storage chips. CEO Tim Cook confirmed the move in an exclusive interview with The Wall Street Journal published on Wednesday, June 17, 2026.
“Unfortunately, price increases are unavoidable. We’ve been doing our best to soften the blow from the huge increases we’re seeing, and we’ve tried hard to shield customers from them. But the situation has become unsustainable,” Cook said.
The main driver is the massive demand for these chips from AI companies. Tech giants like Nvidia, Google, and Amazon are buying up huge amounts for their data centers, which has tightened supply and pushed up prices for everyone else, including consumer devices like iPhones, Macs, and iPads.
DRAM prices have climbed sharply — in some cases several times higher than last year — and NAND flash storage has followed a similar path. Apple had been using its inventory, and supplier deals to cushion the impact, but those buffers are running out.
Cook didn’t spell out exactly which products will see increases or by how much. Analysts expect the biggest jumps on premium models, like the iPhone Pro lineup, where higher memory and storage configs could add hundreds of dollars to keep profit margins steady.
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This isn’t just an Apple problem. The whole industry is feeling it, from Samsung to PC makers. Relief on the supply side isn’t expected until late 2027 at the earliest.
Cook, who is set to hand over the CEO role to John Ternus in September, described the current crunch as something he’s never seen before in his decades at the company. For now, customers should probably brace for higher prices on the next round of Apple gear.
*(Sources: The Wall Street Journal (WSJ), Reuters, TechCrunch, Notebookcheck, MacRumors, Engadget, BBC, Yahoo Finance, CNBC, MarketWatch)
