Apple boss Tim Cook says prices to rise due to memory chip costs
bbc.com
June 18, 2026
3 min read
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49/100
Summary
Apple plans to raise product prices due to a surge in memory chip costs. CEO Tim Cook stated that these price increases are "unavoidable" as the current situation regarding memory chips is "unsustainable."
Key Takeaways
- Apple plans to raise product prices due to a surge in memory chip costs driven by increased demand from the AI boom.
- Tim Cook stated that price increases are "unavoidable" as the memory chip supply situation has become "unsustainable."
- The average selling price of smartphones globally is expected to rise by around 20% in 2026, reaching an all-time high.
- Other technology companies, including TSMC and Samsung, have indicated potential price increases due to inflation and supply chain pressures.
Community Sentiment
Positives
- Apple's ability to maintain stable prices during the crisis demonstrates strong market resilience, which could enhance customer loyalty and brand reputation.
- The potential for memory-efficient alternatives in app development could lead to more accessible technology for users with lower-spec devices, promoting inclusivity in software usage.
Concerns
- The expected price hikes for Apple products highlight the company's reliance on high margins, raising concerns about affordability and accessibility for consumers.
- The market's overpricing of memory chips reflects a troubling trend where competition is stifled, ultimately harming consumers who face inflated costs.
