Apple CEO Tim Cook told WSJ price hikes inevitable due to RAM shortage. He said memory and storage costs soaring, especially DRAM for AI servers, forcing “unavoidable” increases. No timeline or product list given, but the comment arrives as Apple readies September iPhone 18 launch. Analysts expect the first adjustments may hit Macs and iPads before the new phone hits shelves.

Apple already nudged prices last month when it stripped the base‑storage option from the Mac mini, effectively raising its entry price. The move followed the debut of the MacBook Neo, the company’s cheapest notebook with only 8 GB RAM, a spec lower than many current iPhones. Meanwhile, Tim Cook will hand the CEO reins to John Ternus on September 1, shifting to executive chairman.

Consumers eyeing higher‑end Macs or upcoming iPad upgrades may want to purchase now before any markup hits the shelf. Because Apple declined to disclose the magnitude or schedule of hikes, shoppers face uncertainty. The company’s admission signals that DRAM scarcity will increasingly shape pricing across its lineup, and future devices will likely carry higher base costs throughout the product range.