Apple is poised to increase product prices due to ongoing challenges in sourcing components, particularly in the RAM sector. In an interview, CEO Tim Cook stated that “price increases are unavoidable,” as the company grapples with rising costs passed on by memory suppliers. Although Cook did not specify the anticipated increase or timeline, it is expected that new devices, including the iPhone 18, laptops, and tablets, will be priced higher than previous models.
The situation reflects broader struggles in the tech industry, with companies such as Samsung, HP, and Microsoft also facing similar pressures from escalating RAM prices. Cook emphasized the need for stabilization in memory pricing and supply, noting the significant demand for consumer electronics amid a tightening market. He remarked that the current conditions in the RAM market are unprecedented in his four-decade career.
With the WWDC 2026 now concluded, Apple is expected to reveal its new product lineup in the coming months, and the anticipated price hikes may impact consumer purchasing decisions.