Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices

Apple is readying to raise prices successful consequence to the ongoing representation shortage. In an question and reply pinch The Wall Street Journal, Apple CEO Tim Cook says “price increases are unavoidable:”

Cook doesn’t opportunity erstwhile Apple plans connected raising prices aliases which products will beryllium affected. The institution has already stopped selling the Mac Studio pinch 512GB of RAM successful March and later raised the starting value of the Mac Mini to $799 aft dropping the cheaper $599 action from its lineup. Analyst Tim Culpan besides suggested that Apple could discontinue the guidelines configuration of the MacBook Neo, while keeping the $699 exemplary pinch 512GB of storage.

As AI companies proceed to request much representation successful their sprawling information centers, suppliers are struggling to support up. The shortage has led to surging RAM and retention costs, arsenic good arsenic value increases crossed game consoles, laptops, and other devices.

“There’s little proviso astatine a clip erstwhile consumers want devices and the representation guys are passing on immense value increases,” Cook tells the WSJ. “We decidedly request representation pricing and proviso to return to reasonable levels for user products.”

Apple is getting fresh to return the wraps disconnected its latest lineup of iPhones later this year, though it’s unclear really large an effect the representation shortage will person connected pricing. The WSJ estimates that the upcoming iPhone 18 Pro could costs $1,299, a jump from the $1,099 iPhone 17 Pro.