Apple is going to raise device prices, but when?
daringfireball.net
June 23, 2026
2 min read
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49/100
Summary
Apple plans to raise device prices due to increased costs of RAM and SSDs. Price hikes are expected to occur soon, potentially coinciding with the back-to-school sale.
Key Takeaways
- Apple plans to raise device prices in response to increased RAM and SSD costs.
- Tim Cook issued a warning about imminent price hikes, likely aligning with the launch of new products in September.
- The price increases are expected to coincide with the introduction of the iPhone 18 Pro and the folding "Ultra" model.
- Apple has not yet implemented any price changes, suggesting they may be waiting for new hardware releases.
Community Sentiment
Positives
- The potential for a price hike could stimulate sales during the back-to-school season, helping Apple mitigate profit drops.
- Apple's strategy of bundling price increases with new product announcements aligns with their brand image, maintaining consumer interest.
Concerns
- Concerns about inflated storage prices suggest that Apple may not be able to absorb cost increases without passing them on to consumers.
- The uncertainty around AI-related hardware costs raises doubts about Apple's pricing strategy in the future, especially if the AI market fluctuates.
