June 18, 2026, 4:11 pm | Read time: 2 minutes
Apple is preparing its customers for potential price increases on various products. iPhones could be particularly affected in the future, as well as other company devices. The background is significantly increased costs for key components needed for the production of modern technology.
For the current iPhone 17 Pro Max, Apple is already charging up to 2,449 euros. The regular iPhone 17 starts at 949 euros for the smallest storage variant. According to the company’s assessment, prices could continue to rise in the future.
Apple Sees Cost Development as a Problem
Apple CEO Tim Cook stated in an interview with the “Wall Street Journal” that price increases are “inevitable” from the company’s perspective. While Apple continues to try to absorb the increasing burdens, Cook said the cost increases have now become so high that it is becoming increasingly difficult.
An important cause lies with memory chips. These have become scarce and significantly more expensive than before. RAM and other memory components are also in high demand. The reason for this is the increasing development of applications in the field of artificial intelligence.
New Samsung Smartphone Likely to Be Much More Expensive Than Expected
Is the Switch 2 Getting More Expensive?
AI Demand Strains the Market
According to “Engadget,” data centers are currently buying large quantities of these components, reducing the available supply on the market. Manufacturers pass the higher costs on to device producers, who in turn could pass them on to end customers. This would affect buyers of iPhones, Macs, and iPads.
Also of interest: iOS 27 brings practical remote control back to the iPhone
Apple has not yet provided specific information on the extent or timing of possible price increases. However, according to “Engadget,” the upcoming iPhone 18 series and new laptop and tablet models could be affected. Current products might also not be completely spared from higher prices.
Not Only Apple Affected
According to the report, the development is not limited to Apple. Companies such as Samsung, HP, Microsoft, Nintendo, and Valve have already responded to rising costs for RAM and the effects of high AI demand. This is not a single manufacturer’s problem but a development affecting the entire industry.
For Tim Cook, the public warning comes at a sensitive time, according to “Engadget.” The portal writes that the outgoing CEO apparently wants to communicate the message himself rather than leaving it to his expected successor, John Ternus.