Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices
Apple is planning to raise prices in response to the ongoing memory shortage. In an interview with The Wall Street Journal, Apple CEO Tim Cook says "price increases are unavoidable:" We're doing our best to mitigate the huge increases that…
By · June 17, 2026 · 1 min read
This article was originally published by
The Verge
and is republished here under license.
Apple is planning to raise prices in response to the ongoing memory shortage. In an interview with The Wall Street Journal, Apple CEO Tim Cook says “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.
Cook doesn’t say when Apple plans on raising prices or which products will be affected. The company has already stopped selling the Mac Studio with 512GB of RAM in March and later raised the starting price of the Mac Mini to $799 after dropping the cheaper $599 option f …
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