Apple's Tim Cook Says Price Increases Are 'Unavoidable'

Months ahead of Apple's expected iPhone 18 lineup release, Apple CEO Tim Cook is preparing consumers for a price hike.

Cook toldThe Wall Street Journal that, "unfortunately, price increases are unavoidable," stating that the company has faced rising costs on memory and storage chips used in its products. "We've been trying to shield our customers from the increases, but the situation has become unsustainable," Cook told the publication.

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The latest rumors indicate the iPhone 18 Pro and Pro Max models could arrive as early as September, potentially alongside a rumored foldable iPhone at a starting cost of more than $2,000. For reference, in 2007, an 8GB first-generation iPhone would have run you as little as $399. (That's about $637 in 2026 dollars.)

The timing of the rumored launch coincides with John Ternus taking...

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