Apple CEO Warns of Price Hikes Due to Memory Costs

Tim Cook confirms Apple product prices will rise as expiring memory contracts and low capacity drive up manufacturing expenses.

Apple CEO Tim Cook announced that price increases across the company's entire product portfolio are now unavoidable. The shift follows the expiration of long-term memory contracts, with new agreements being negotiated at significantly higher rates due to limited industry capacity. While Apple spends billions annually on memory for hundreds of millions of iPhones and millions of MacBooks, Cook clarified that the tech giant will not build its own memory factories. Although Apple previously utilized financial reserves to offset rising costs, the current market pressure mirrors trends seen at Dell and Lenovo. Specific products and the exact scale of the hikes remain unconfirmed, but the company already adjusted Mac mini pricing and configurations in May 2026. No official date has been set for broader price adjustments across the lineup.