We are trying our best to reduce the huge increases that we are being given, and we are trying to protect our customers from the increases, but the situation has become untenable.
Cook did not say when Apple plans to raise prices or which products will be affected. The company already stopped selling the Mac Studio with 512GB RAM in March and later raised the starting price of the Mac Mini to $799 after removing the cheaper $599 option from its lineup. Analyst Tim Culpen also suggested that Apple could discontinue the base configuration of the MacBook Neo, while keeping the $699 model with 512 GB of storage.
As AI companies demand more memory in their massive data centers, suppliers are struggling to keep up. The shortage has caused the cost of RAM and storage to rise, as well as the prices of game consoles, laptops and other devices.
Cook explains, “Supply is low at a time when consumers want devices and those with memory are driving up huge prices.” WSJ. “We certainly need memory pricing and supply to return to reasonable levels for consumer products.”
Apple is preparing to unveil its latest iPhone lineup later this year, though it’s unclear how big an impact the memory shortage will have on pricing. WSJ It is estimated that the upcoming iPhone 18 Pro could be priced at $1,299, which is more than the $1,099 iPhone 17 Pro.
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