Apple Calls Price Hikes 'Unavoidable' as Memory Costs Surge, Cook Says

Apple CEO Tim Cook said product price increases are "unavoidable," citing the surging cost of memory and storage chips driven by the AI boom. Speaking in an exclusive interview with The Wall Street Journal, Cook said: "Unfortunately, price increases are unavoidable. We're doing our best to mitigate the huge increases that are being passed to us, and we've been trying to shield our customers from the increases, but the situation has become unsustainable." He did not specify the timing, scale, or affected products.