Tim Cook confirms Apple price hikes are 'unavoidable'
Published Jun 19, 2026 10:49 pm
Tim Cook has admitted that price hikes are "unavoidable'."
Due to this, it can be expected in the coming months iPhones, Macs, iPads, are all going to be more expensive than before. And Apple devices are already pricy.
According to Cook, Apple has tried to mitigate the cost, taking the hit in revenue. However, Cook has confirmed with the pricing environment, continued mitigation is "unsustainable."
AI is starving consumer devices of memory
AI companies, which includes OpenAI, Google, Microsoft, and many others have dramatically expanded their AI infrastructure budgets, which raised the "demand" of memory hardware, even though everyday consumers like you and me, didn't actually created a massive stockpile. Chip manufacturers have responded by redirecting output toward the specialized memory that AI servers require, shrinking the pool available for phones, laptops, and tablets. The resulting shortage hit Apple's supply chain hard and fast.
Which products will be affected, and when?
It is hard to say. Things are moving too fast to determine anything. Apple is expected to announce their newest iPhone lineup in September, which may include the long-awaited iPhone Ultra, Apple's first folding device.
What should consumers do now?
As of now, Apple's prices are well within Apple's normal prices. To think a price hike being inevitable may be scary thought for some people who are waiting to consider buying the iPhone 18 series lineup, or even the iPhone Ultra.
If you ask me, I'd stick to my current daily driver if it's still fully functional. But if you want to gain a few extra years for an iPhone device, the latest entry of smartphones, including tablets and Macs, are already souped up and impressive. You can get what you need now and try to wait out the price surge, and who knows, maybe in a few years those prices would steadily go back down.
Trade-in values for older iPhones and Macs may also rise as new device prices climb, partially offsetting costs for those upgrading. Carrier financing and trade-in promotions are another avenue worth monitoring in the months ahead. Certified pre-owned Apple devices, already competitive in the refurbished market, are likely to see renewed interest as the price gap between new and used widens.