Apple has announced plans to increase the prices of some of its products as the rising cost of memory chips puts pressure on the company.
Apple CEO Tim Cook said the price increases had become unavoidable because the global memory chip situation had become unsustainable.
The company has not revealed when the new prices will take effect or which products will be affected, including whether the expected iPhone 18 launch will see higher prices.
Memory chips are key parts of smartphones and other electronic devices. However, growing demand for artificial intelligence technology has increased pressure on chip supplies and pushed prices higher.
Cook said Apple had tried to protect customers from the rising costs but could no longer absorb the increases.
The price of RAM, one of the cheaper components in computers, has more than doubled since late 2025, adding to production costs.
Analysts say smartphone prices worldwide could rise by about 20% in 2026, reaching record levels. Apple’s upcoming phones could reportedly cost up to $150 more than previous models due to upgrades aimed at supporting new AI features.
Other technology companies are also facing higher chip costs. Taiwan Semiconductor Manufacturing Company has warned that rising expenses could lead to higher chip prices, while Samsung Electronics has also pointed to shortages affecting electronics prices.
The gaming industry has already seen similar increases, with PlayStation 5 and Nintendo Switch 2 prices affected by changing market conditions.
Apple’s iPhone 17 series has reportedly performed strongly, with company device sales increasing compared with the previous year. However, the growing cost of components is forcing major technology firms to adjust pricing.
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