Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices
Price hikes could be coming to the iPhone, iPad, and Mac.
by Emma Roth
Jun 17, 2026, 9:42 PM UTC
Photo: Allison Johnson / The Verge
Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.
Apple is planning to raise prices in response to the ongoing memory shortage. In an interview with The Wall Street Journal, Apple CEO Tim Cook says “price increases are unavoidable:”
We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable.
Cook doesn’t say when Apple plans on raising prices or which products will be affected. The company has already stopped selling the Mac Studio with 512GB of RAM in March and later raised...
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