Apple CEO Tim Cook has warned that price increases for Apple products are becoming unavoidable as the company faces rising costs and a global shortage of memory and storage chips.
Speaking about the growing pressure on the technology industry, Cook said Apple has worked hard to absorb higher costs and protect customers from price increases, but the situation has now become unsustainable.
The shortage has been driven largely by soaring demand for AI-powered data centres, which are consuming vast quantities of memory components and tightening global supply chains.
While Apple has not confirmed when the price changes will take effect or which products will be affected, industry analysts expect future iPhones, iPads and Mac computers could become more expensive in the coming months.
Cook said Apple is exploring ways to improve component availability and is prepared to use its financial resources to help address supply constraints, but ruled out manufacturing its own memory chips.
The warning comes ahead of Apple’s highly anticipated next-generation product launches, raising concerns that consumers worldwide may soon have to pay significantly more for premium Apple devices.
