Mobility
Apple: Price increases are inevitable on future products, confirms Tim Cook
23.06.2026 • 10h33
Previously renowned for its exceptional ability to negotiate volumes and protect its margins in the face of industry fluctuations, the Cupertino-based company has finally succumbed to market conditions. Caught in the crossfire of the global supply war triggered by the artificial intelligence boom, the American giant is warning its customers that the final bill will increase. This extremely rare admission of capitulation from the top of Apple's management illustrates the severity of the inflationary shock hitting consumer electronics.
A reminder of the situation. AI giants are buying up all the DRAM and NAND memory chips, essential components for their data centers, to the detriment of consumer electronics manufacturers, causing price increases and release delays for many devices. Tim Cook: "The situation has become untenable." While rumors suggested Apple would manage to absorb the price increase without impacting consumers, CEO Tim Cook has unfortunately just confirmed the opposite. "Unfortunately, price increases are unavoidable," Cook told the Wall Street Journal. "We are doing our best to mitigate the steep increases imposed on us, and we have tried to protect our customers from these increases, but the situation has become untenable," the CEO continued. "Supply is more limited even though consumers want devices, and memory manufacturers are passing on significant price increases." We absolutely need prices and memory supply to return to reasonable levels for consumer products. The iPhone 18 Pro Max in the spotlight? Incidentally, recent rumors already suggest a higher-than-usual price for the iPhone 18 Pro Max, which arrives this fall.