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Apple outgoing CEO Tim Cook has confirmed that price increases across the company's product lineup are now unavoidable due to the surging costs and tightening supply of memory and storage chips. In an interview with The Wall Street Journal, Cook explained that the situation has become unsustainable, as consumer electronics firms face fierce competition for components that are increasingly being di

Apple CEO Tim Cook tells WSJ that price hikes are "unavoidable" as AI-driven demand drains memory chip supplies. Here's what's behind the shortage and what it means for Apple's lineup. Tim Cook Confirms It: iPhone Prices Are Going Up Because of a Global Chip Shortage Get ready to pay more for your next Apple device. CEO Tim Cook has confirmed that Apple plans to raise prices across its product l

In an exclusive interview with The Wall Street Journal, Apple CEO Tim Cook made an unusually blunt admission. The company is preparing to raise product prices because memory and storage costs have surged to a point Apple can no longer absorb. He said Apple has spent the past stretch trying to shield customers from these cost increases, but the situation has become "unsustainable."

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Business Apple to raise prices due to memory chip shortage, says CEO Tim Cook Tim Cook, who will hand over the reins to John Ternus in September, did not disclose when or how much prices might rise, nor which products could be impacted. A person points to an iPhone during Apple's event at the Steve Jobs Theater on its campus in Cupertino, California, US, on Sep 9, 2025. (File photo: Reuters/Man