Apple Confirms Major Price Hikes as Memory Costs Explode

Tim Cook has confirmed that Apple will raise prices across multiple product lines this year as memory and storage costs continue to skyrocket due to AI data center demand. According to the Wall Street Journal, base‑model iPhones could see increases of $200 or more, with the iPhone 18 Pro and the foldable iPhone Ultra expected to be hit hardest. Cook says Apple has tried to absorb rising component costs, but the situation has become unsustainable, describing it as the worst price shock he has seen in four decades. The broader tech industry is already suffering: PC makers are reviving old hardware, SSDs have nearly vanished from retail, and game consoles are approaching $1,000. Apple has so far avoided the worst effects, even launching a $599 MacBook, but Cook warns that the AI‑driven memory crunch is now overwhelming even Apple’s supply chain leverage. The full impact will become clear when Apple unveils its fall 2026 lineup.

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