Apple may soon lift prices on several devices as memory component costs spike. Competitors have already passed higher RAM and flash storage expenses onto buyers, but Apple and Samsung have absorbed them until now. A Wall Street Journal report citing an exclusive interview with CEO Tim Cook says the tech giant can no longer avoid price hikes.

Cook did not disclose when the adjustments will roll out or which models will lead the increase. The report flags Macs and iPads as the first categories likely to see higher price tags, followed by the upcoming iPhone 18 Pro line, which would sit above the current iPhone 17 Pro pricing. Brands such as Xiaomi and OnePlus have already announced $20‑$30 bumps on their latest flagships, underscoring industry‑wide pressure.

The anticipated hikes arrive as component shortages push DRAM and NAND prices above pre‑pandemic levels. Analysts warn that prolonged cost inflation could erode profit margins for firms that continue to shield customers. Apple’s decision may force rivals to follow suit, compressing the premium segment’s price elasticity.

Consumers facing higher sticker prices will weigh the value of incremental hardware upgrades against tighter budgets. With Apple historically reluctant to pass component costs to buyers, the shift marks a notable policy change that could redefine pricing expectations for future iPhone and Mac releases across.