But Cook has taken an extraordinary step – and arguably, a move for Turnus – by warning consumers that this iPhone will be more expensive than its predecessors, due to the ongoing memory chip price crisis that won’t be ending anytime soon.
Samsung warns that memory shortage will get worse next year
“We’re doing our best to mitigate the huge increases that are hitting us, and we’re trying to protect our customers,” Cook said. wall street journal In a phone interview.
“But the situation has become untenable… The main thing is that, unfortunately, a rise in prices is inevitable.”
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Cook, who said Apple was already absorbing the cost of higher component prices in 2026, did not specify which products would be more expensive, or by how much.
But with all eyes on the iPhone 18 launch this fall, it’s possible Cook is laying the groundwork for Apple’s flagship product by passing on some of the extra component costs to customers — with iPhone 17 prices increasing by as much as $200.
Latest iPhone 18 news, leaks and rumors
Apple is still one of the world’s largest customers in terms of memory storage, but AI companies have dominated the game. A company named Techinsights was cited magazineNote that the memory and storage components inside the iPhone 18 Pro are likely to cost Apple an extra $150 for the parts alone compared to the iPhone 17.
A recent report claims that the iPhone Pro 18 will be priced $1,099 higher than the iPhone 17 Pro and Apple will continue to cover the difference.
Cook, who has always been conscious of Apple’s image in the media, wants to end that rumor as soon as possible.
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