Apple is preparing to increase the prices of some of its products as soaring memory chip costs continue to pressure manufacturers across the technology industry, according to the BBC. Outgoing CEO Tim Cook told The Wall Street Journal, as cited by the BBC, that rising component costs have made price increases increasingly difficult to avoid.
“We’ve been trying to shield customers from these increases, but the situation has become unsustainable,” Cook said.
AI Boom Creates Supply Pressure
Memory chips are a critical component in smartphones, computers and other electronic devices. According to the BBC, the rapid expansion of artificial intelligence technologies has significantly increased demand for these components, driving prices sharply higher.
The price of RAM memory has more than doubled since October 2025, while semiconductor production costs have also been affected by disruptions in global helium supplies linked to the conflict involving Iran.
Cook warned that demand is rising faster than supply, allowing chip manufacturers to pass substantial price increases on to technology companies.
Smartphones Expected to Become More Expensive
Industry analysts expect the trend to affect consumers across the sector.
According to research firm Omdia, the average selling price of smartphones worldwide is projected to increase by around 20% in 2026, reaching a record high.
Omdia analyst Chiew Le Xuan told the BBC that future Apple smartphones could cost up to $150 more than current models as the company upgrades hardware to support advanced AI features.
The company has not confirmed which products will be affected or when the increases will take effect. It remains unclear whether the expected price adjustments will impact the upcoming iPhone 18 lineup.
Industry-Wide Challenge
Apple is not the only company facing higher component costs. According to the BBC, TSMC has indicated that rising costs could lead to higher chip prices, while Samsung has warned of ongoing memory chip shortages.
Other consumer electronics manufacturers have already responded. Sony recently increased the price of its PlayStation 5 consoles, while Nintendo announced plans to raise prices for the Switch 2 later this year.
Despite the cost pressures, Apple continues to benefit from strong demand. The BBC reports that sales of Apple devices increased by 17% during the first quarter of 2026, supported by robust growth in the Chinese market.
Photo: quartz.com
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