Apple CEO Tim Cook told The Wall Street Journal on June 17, 2026, that price increases for company products are unavoidable due to rising memory and storage chip costs. The executive cited an unsustainable situation caused by AI-driven demand for the components, according to a WAM dispatch published the following day that referenced the interview.
The Wall Street Journal reported that a surge in AI-driven demand for data centers has forced consumer electronics firms to compete for limited memory chip supplies. This competition has driven prices sharply higher for key components used across Apple’s device range. Cook’s statements reflect the mounting pressures on supply chains that have intensified over the past two years. The CEO emphasized efforts to protect customers up to this point.
In the exclusive interview, Cook stated, “Unfortunately, price increases are unavoidable. 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.” WAM highlighted how the company plans price increases amid memory chip shortages in its coverage of the development. The news agency based its article on the chief executive’s direct remarks to the Journal. Similar reports appeared in Reuters and other outlets confirming the same details from the interview.
Technology news site MacRumors noted that Apple is no longer able to absorb the increased prices of RAM and storage. The ongoing global memory supply shortage, which began impacting the market in 2024, stems largely from AI sector requirements according to the publication. This has led to higher costs for SSDs and other memory in consumer devices. Apple devices stand to be affected across categories including smartphones and computers.
CNBC reported that some estimates place the potential added cost at $270 for a next-generation iPhone Pro to preserve current profit margins. The company has yet to announce specific price adjustments or affected models, leaving consumers uncertain about the scale of changes. Cook did not provide a timetable for the increases in the interview. However, the comments signal a departure from recent pricing stability.
A WSJ assessment found the increase in memory prices to be unprecedented in scale. The newspaper pointed to data center operators as the primary drivers of demand growth. This dynamic has created shortages that ripple through to consumer technology manufacturers. Apple’s supply chain team has been working to secure allocations but faces limits.
The development comes amid broader industry adjustments to semiconductor market volatility. Previous shortages during the pandemic prompted Apple to diversify suppliers and stockpile components, according to historical company statements. Whether similar strategies can fully offset current pressures remains to be seen. Cook’s transparency in the interview may prepare the market for upcoming adjustments.
