Tim Cook Says Memory Costs Are 'Unsustainable,' Apple to Raise Product Prices
Apple CEO Tim Cook told The Wall Street Journal that price increases are 'inevitable' due to ongoing memory shortages. Apple has already discontinued the 512GB RAM Mac Studio and raised the Mac Mini starting price from $599 to $799, though Cook did not specify which products would be affected next or when further increases would occur.
Highlights
- Apple CEO Tim Cook told The Wall Street Journal that product price increases are 'inevitable' due to ongoing memory shortages driving up costs.
- Apple raised the Mac Mini starting price from $599 to $799 by discontinuing the lower-cost entry-level configuration.
- Apple discontinued the 512GB RAM Mac Studio configuration in March 2025.
- Cook did not specify which products will face further price increases or when those changes will occur.
- Apple says it has been absorbing memory cost increases to shield consumers, but describes the current situation as 'unsustainable.'
Tim Cook Says Memory Costs Are 'Unsustainable,' Apple to Raise Product Prices
Apple is planning to raise product prices in response to ongoing memory shortages. In an interview with The Wall Street Journal, Apple CEO Tim Cook stated that price increases are 'inevitable':
We are doing everything we can to mitigate the enormous cost increases being passed on to us, and have been trying to shield consumers from these increases, but the current situation is unsustainable.
Cook did not disclose when Apple plans to raise prices or which products will be affected. Apple has already discontinued the Mac Studio configuration featuring 512GB of RAM as of March this year, and subsequently removed the lower-cost $599 option for the Mac Mini, raising the starting price to $799.
For the full report, see the original article on The Verge.
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