Tim Cook: Apple to Raise Prices Amid Chip Supply Crisis
WHO:
NY Post - Tim Cook, CEO of Apple
Techmeme - Tim Cook, CEO of Apple
WHAT:
Fast Company - Tim Cook confirmed that Apple will raise prices on its devices, stating, "Unfortunately, price increases are unavoidable."
The Verge - Cook mentioned that Apple has already stopped selling the Mac Studio with 512GB of RAM and raised the starting price of the Mac Mini to $799 after discontinuing the $599 option.
Fast Company - The iPhone 18 Pro is expected to start at $1,369, and the iPhone 18 Pro Max at $1,469 for the 256GB model, reflecting a potential increase of $270 from previous models.
Fox Business - Cook stated, "We definitely need memory pricing and supply to return to reasonable levels for consumer products."
Fast Company - Tim Cook stated that the iPhone 18 Pro could start at $1,369 if Apple raises prices by $270 to maintain profit margins.
Fast Company - The iPhone 18 Pro Max could start at $1,469 for the 256GB model.
Fast Company - Research firm TechInsights estimates that Apple would need to raise prices on its Pro iPhone models by $270 to maintain its current margins despite memory price hikes.
Fox Business - Research firm TechInsights estimates Apple would need to add about $270 to the next iPhone Pro model to maintain its profit margins.
Fox Business - Tim Cook stated, "This is a hundred-year flood. I've never seen anything like it in any area in over 40 years."
The Verge - Tim Cook states that Apple is planning to raise prices in response to the ongoing memory shortage.
The Verge - The Wall Street Journal estimates that the upcoming iPhone 18 Pro could cost $1,299, a jump from the $1,099 iPhone 17 Pro.
NY Post - Apple plans to hike its prices.
Techmeme - Tim Cook states that price hikes are "unavoidable" to offset surging memory and storage chip costs.
Techmeme - Tim Cook describes the current situation regarding chip costs as "unsustainable."
WHEN:
Fox Business - Apple’s next major product launch is expected in September, when the company is likely to unveil its iPhone 18 lineup.
Fox Business - Tim Cook will step down on Sept. 1 after 15 years as chief executive.
WHY:
The Verge - Tim Cook explains that "there’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases."
NY Post - The price hikes are attributed to rising costs of storage chips and memory.
Techmeme - The need for price increases is due to soaring costs of memory and storage chips.
HOW:
Fast Company - Apple has absorbed increased costs or cut entry-level devices from its lineup until now, but this approach is no longer sustainable due to the ongoing memory chip crisis.
Fast Company - Cook mentioned that Apple has absorbed increased costs or cut entry-level devices from its lineup until now, but this approach is no longer sustainable.
The Verge - Cook mentions that Apple has been trying to shield customers from price increases but acknowledges that "the situation has become unsustainable."
(UPDATED June 18, 2026 16:07 UTC)
Apple CEO Tim Cook has announced that the company will be raising prices on its devices, stating, "Unfortunately, price increases are unavoidable." As part of this shift, Apple has discontinued the Mac Studio with 512GB of RAM and raised the starting price of the Mac Mini to $799, while the upcoming iPhone 18 Pro is expected to start at $1,369, reflecting a significant increase from previous models. Cook emphasized the need for memory pricing and supply to stabilize, noting that Apple can no longer absorb rising costs or rely on cutting entry-level devices from its lineup.
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(UPDATED June 18, 2026 14:02 UTC)
Tim Cook has announced that the iPhone 18 Pro could start at $1,369, while the iPhone 18 Pro Max may begin at $1,469 for the 256GB model, as Apple considers raising prices by $270 to maintain profit margins. This potential price increase comes as research firm TechInsights indicates that Apple needs to adjust its pricing on Pro iPhone models due to rising memory costs. Cook noted that the company has previously absorbed increased costs or eliminated entry-level devices, but that strategy is no longer sustainable.
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(UPDATED June 18, 2026 06:36 UTC)
Apple is facing pressure to increase the price of its next iPhone Pro model by about $270 to maintain profit margins, according to research firm TechInsights. Tim Cook described the current challenges as a "hundred-year flood," noting he has never encountered anything like it in over 40 years. The company is set to unveil its iPhone 18 lineup in September, coinciding with Cook's planned departure as CEO on September 1 after 15 years in the role.
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(UPDATED June 18, 2026 01:46 UTC)
Apple CEO Tim Cook has announced that the company plans to raise prices due to an ongoing memory shortage affecting supply. The Wall Street Journal estimates that the upcoming iPhone 18 Pro could see a price increase to $1,299, up from the $1,099 price tag of the iPhone 17 Pro. Cook noted that while Apple has been working to shield customers from these price hikes, the situation has become unsustainable as memory suppliers continue to pass on significant cost increases.
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(UPDATED June 17, 2026 23:28 UTC)
Apple plans to raise its prices, according to CEO Tim Cook, who stated that these increases are "unavoidable" due to the surging costs of memory and storage chips. Cook described the current situation regarding chip costs as "unsustainable," highlighting the challenges the company faces in maintaining its pricing structure. The decision to hike prices is directly linked to the rising expenses associated with storage and memory chips.