From Valve and Lenovo to Framework and Dell, the ongoing memory shortage has claimed many victims. Soon, you might count Apple as part of that list.
Speaking with The Wall Street Journal, Apple CEO Tim Cook called that “price increases are unavoidable.” He also confirmed prices for the iPhone, iPad, and Mac might soon go up as a result of the memory shortage.
“We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable,” said Cook.
Cook acknowledged that, in addition to prices, supply for certain devices has also been impacted.
“There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” said Cook. “We definitely need memory pricing and supply to return to reasonable levels for consumer products.”
Apple has already felt the pressure of the memory shortage. The Mac Mini now starts at $799 instead of $599, while the Mac Studio with 512GB of RAM was discontinued. There is also talk of Apple dropping the cheaper version of the MacBook Neo, which goes for $599.
The current iPhone 17 Pro starts at $1,099. However, the upcoming iPhone 18 Pro is rumored to start at $1,299.
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