Apple is planning to raise prices for its iPhone, iPad and Mac products in response to the ongoing memory shortage, according to CEO Tim Cook. Speaking with The Wall Street Journal, Cook stated that price increases are unavoidable as Apple tries to shield customers from rising costs but finds themselves unable to mitigate them indefinitely.

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 discontinuing the cheaper $599 option. Analyst Tim Culpan suggested that Apple could discontinue the base configuration of the MacBook Neo, while keeping the $699 model with 512GB of storage.

The shortage has led to surging RAM and storage costs, pushing prices up across game consoles, laptops and other devices. Cook stated: 'There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases.' This suggests that Apple is preparing to pass on this increased cost to their customers.

Apple is set to unveil its latest iPhone lineup later this year, with estimates suggesting the upcoming iPhone 18 Pro could cost $1,299, a significant jump from the current $1,099 iPhone 17 Pro. As AI companies demand more memory in their data centers, suppliers struggle to keep up, leading to these price hikes.