Apple plans to raise product prices to offset higher memory and storage chip costs, CEO Tim Cook said in an interview published on June 17.

Cook did not say when prices would change. He also did not specify how much prices could rise or which products would be affected.

Cook said Apple could use its cash reserves to boost memory supply. He said the company has no plans to build its own memory or storage factories.

Cook’s comments align with a broader memory squeeze. TrendForce projects 58% to 63% quarter-on-quarter growth in conventional dynamic random-access memory contract prices, 70% to 75% growth in NAND flash prices in the second quarter of 2026. The increase comes as as suppliers prioritize AI servers and other data-center demand.

🔗 Source: Reuters

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