Name: Here’s Why Apple CEO Tim Cook Says Prices Will Have to Increase
Uploaded: 2026-06-17T21:44:00Z
Duration: 2 min 33 s
Description: WSJ’s Rolfe Winkler breaks down his exclusive interview with Apple CEO Tim Cook, who said Apple is raising prices on its devices after an “unprecedented” increase in the prices and availability of memory chips.

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WSJ’s Rolfe Winkler breaks down his exclusive interview with Apple CEO Tim Cook, who said Apple is raising prices on its devices after an “unprecedented” increase in the prices and availability of memory chips. Photo: David Paul Morris/Bloomberg News

https://m.wsj.net/video/20260617/e9b88f61-52a8-4d22-84ab-ed6d3750e672/2/hls/manifest-hd-wifi.m3u8

WSJ’s Rolfe Winkler breaks down his exclusive interview with Apple CEO Tim Cook, who said Apple is raising prices on its devices after an “unprecedented” increase in the prices and availability of memory chips.

Here’s Why Apple CEO Tim Cook Says Prices Will Have to Increase

Apple has a problem. It's so bad that Tim Cook is calling it a 100-year flood. The price for tiny but critical components buried inside our electronics is skyrocketing, specifically, memory and storage chips. And Tim Cook told me it's going to force Apple to raise prices. I spoke with the outgoing Apple CEO in an exclusive interview about the company's plan to adjust to this new reality. Cook told me in a phone interview that the company's planned price increases are unavoidable, and while Apple has tried to mitigate increased costs, the situation, he said, has become unsustainable. So, why is this happening now? Chips have gotten faster and cheaper every couple years, powering a new technology revolution every decade or so. But in the last few months, that magic formula has reversed. That's because the prices for memory and storage chips, which are inside virtually every computing device, have suddenly skyrocketed. Apple's latest warning is remarkable because it's been the biggest buyer of storage since the days of the iPod, and also a giant buyer of memory. But now there's a new competitor in town. Artificial intelligence. AI companies are flooding the memory and storage market with money and securing much of the supply. Suddenly, Apple no longer has the leverage to push the storage and memory makers for the lowest prices. It has to wait in line. And here's the thing most people don't realize about how Apple makes its money. Storage in particular isn't just a cost that Apple passes along to you. For two decades, upselling extra storage in iPhones, iPads, and Macs has been a major source of profits for Apple. What Cook told me on our call is that Apple has already been absorbing higher costs, but now it is swinging over to option two, price increases. Cook didn't say how much prices will increase or when or on what products, but to give you an idea of the scale, research firm Tech Insights says the cost of memory and storage inside last year's iPhone 17 Pro was $50. The cost for the same components in the upcoming iPhone 18 Pro? Around $200. Now, the good news for Apple is that it's in a better position than less profitable companies who have little cushion to absorb the higher costs. Every company that buys memory and storage is affected. Morgan Stanley estimates that to fully cover rising memory costs, smartphones would need to get about 34% more expensive. Laptops and PCs? Around 67%. Other companies are saying this is worse than tariffs, worse than the chip shortage during the pandemic. So, this isn't just an Apple story, it's a tax on basically everything with memory and storage chips, and few consumers realize this wave is coming.