Tim Cook says higher Apple device prices are unavoidable

2026-06-22 · Source: Dataconomy · Field: Technology & Digital — Artificial Intelligence & Machine Learning, Cloud Computing & IT Infrastructure · Depth: Fundamental Awareness, quick

Summary

Apple CEO Tim Cook confirmed imminent price increases across the company's product lineup, including iPhones, iPads, and Macs, attributing the situation to an "unavoidable" global memory chip shortage. Cook characterized the crisis as a "hundred-year flood," unprecedented in his 40-year career. The shortage originates from surging demand for DRAM and NAND memory chips, primarily from AI data centers, which strains manufacturers like Micron Technology, Samsung Electronics, and SK Hynix. Memory prices have already surged over sixfold. Research suggests the iPhone 18 Pro could rise to \$1,299 from \$1,099, with new Apple devices potentially costing up to \$150 more than the iPhone 17 series. The chip shortage is projected to persist until 2027 or 2028.

Key takeaway

For consumers planning Apple device purchases, anticipate significant price hikes across iPhones, iPads, and Macs. You should factor these increases into your budget, as the global memory chip shortage, exacerbated by AI data center demand, is projected to persist until at least 2027. The iPhone 18 Pro could reach \$1,299, and new models may cost up to \$150 more than previous series.

Key insights

Apple device prices will rise due to a severe global memory chip shortage driven by AI data center demand.

Principles

• AI data center demand strains memory chip supply.
• Global supply chain disruptions impact consumer prices.
• Major tech companies face "hundred-year flood" crises.

In practice

• Expect higher prices for iPhones, iPads, Macs.
• Memory chip prices surged over sixfold.
• Shortage may extend until 2027-2028.

Topics

• Apple Inc.
• Device Pricing
• Memory Chip Shortage
• AI Data Centers
• Supply Chain
• Semiconductor Industry

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Editorial summary, takeaway, and curation by AIssential. Original article published by Dataconomy.