Tim Cook Says Apple Facing Unprecedented Problem: 'I've Never Seen Anything Like It'
Tim Cook said Apple may raise prices on some premium devices as a global memory shortage continues, with analysts warning of a $100 increase.
- Apple CEO Tim Cook confirmed plans to raise prices on premium devices due to an ongoing global memory shortage, with experts warning of potential $100 increases for the $999 iPhone Pro and $1,199 iPhone Pro Max.
- The global memory crisis is expected to persist for another year while competitors already raise prices, prompting Apple to follow suit as higher-end customers absorb additional costs more readily than mainstream buyers.
- Analyst Ming-Chi Kuo predicts the book-style foldable iPhone will feature a 7.8-inch inner display and 5.5-inch outer screen, reportedly measuring around 4.5mm thick when unfolded and incorporating a side-mounted Touch ID button.
- During WWDC 2026, Craig Federighi introduced a new Device Hub allowing users to resize apps and simulate different screen configurations, signaling Apple's software readiness for non-traditional form factors.
- Pricing for the foldable device could reach between $2,000 and $2,500 according to Kuo; while Samsung and Huawei have sold foldable phones since 2019, Apple's entry could significantly shift the global market.
12 Articles
12 Articles
Apple (NASDAQ: AAPL) To Hike Product Prices As Memory Costs Quadruple, CEO Tim Cook Calls It A '100-Year Flood'
Apple Inc. (NASDAQ: AAPL) is preparing to raise prices across its product lineup after CEO Tim Cook acknowledged the company can no longer absorb skyrocketing memory and storage costs. “Unfortunately, price increases are unavoidable,” Cook said in a Wall Street Journal interview published Wednesday, adding that the situation has become unsustainable. “We’re doing our best to mitigate the huge increases that are being passed to us, but the situat…
Tim Cook Says Apple Facing Unprecedented Problem: 'I've Never Seen Anything Like It'
Apple CEO Tim Cook this week said that price increases are "unavoidable" due to the ongoing RAM shortage, which has led to skyrocketing prices for memory chips. "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," said Cook, in an interview with The Wall Street Journal.
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