Tim Cook Calls Apple Price Hikes Unavoidable Amid Memory Crunch

Apple CEO Tim Cook has said price increases for the company's products are unavoidable due to surging costs for memory and storage chips driven by AI demand.

Tim Cook confirms unsustainable cost pressures. In an interview with The Wall Street Journal, Cook stated "Unfortunately, price increases are unavoidable." He added that Apple has been trying to shield customers from the increases but "the situation has become unsustainable."

Cook noted Apple can no longer absorb the costs and will pass some along to consumers. The comments come the same day as the publication of the exclusive interview on June 17, 2026.

Memory supply shortages hit consumer devices. "There's less supply at a time when consumers want devices and the memory guys are passing along huge price increases," Cook said. He stressed the need for "memory pricing and supply to return to reasonable levels for consumer products. That's the bottom line."

The Wall Street Journal reports Cook described the market as "a hundred-year flood" and said he has "never seen anything like it in any area in over 40 years." Reuters confirms the remarks center on DRAM market concerns and AI-driven supply line waits plus commodity price swings.

Upcoming products expected to cost more. With WWDC 2026 concluded, Apple is months from announcing its iPhone 18 lineup. Multiple outlets including MacRumors report those devices will likely be more expensive than the prior generation, along with new laptops and tablets unveiled this year.

Apple's current product lineup may not escape price jumps either. The industry continues to struggle sourcing components because of surging demand from AI development.

Other tech firms issue similar warnings. Apple is not the first company to address the impact. Samsung, HP, Microsoft, Nintendo and Valve have all spoken about soaring RAM costs and demand over the past few months.

Cook's diplomatic tone suggests he chose to deliver the news himself rather than leave it for his successor, John Ternus. The comments signal broader challenges for the consumer electronics sector as AI competition intensifies component shortages.