Apple Confirms Device Price Hikes Amid Memory Chip Crunch

Apple is gearing up to raise the prices of its devices. CEO Tim Cook has admitted the increases are essentially unavoidable, as the cost of memory components keeps climbing and weighs heavily on the company's cost structure.

The root of the problem is the surging appetite for memory chips that power artificial intelligence. Manufacturers are channeling capacity toward high-bandwidth memory built for AI servers, leaving consumer-grade DRAM in short supply.

The strain is visible in pricing. During the first quarter of 2026, DRAM prices jumped roughly 80 to 90 percent compared with the previous quarter, a leap rarely seen in the components market.

DRAM prices climbed 80 to 90 percent quarter over quarter in Q1 2026, and industry leaders expect the shortage to stretch all the way to 2030.

Apple scrambles for supply

To lock in components, Apple is reportedly weighing partnerships with Chinese memory makers, though that route still hinges on US security clearance. The company is also prepared to tap its vast cash reserves to secure steady access to supply.

Cook stopped short of naming a timeline, a specific percentage, or which products will be affected. Analysts caution that higher prices could push consumers to delay purchases, especially for devices with larger storage and memory configurations.