Cook Says iPhone, Mac Price Hikes 'Unavoidable' as AI Drives Memory Costs Up

Apple CEO Tim Cook has said price increases for iPhones, Macs and other products are "unavoidable" amid soaring memory chip prices and tight supply driven by AI demand. He made the remarks in an exclusive interview with the Wall Street Journal, as reported by Reuters and others on June 17, 2026. According to Reuters, Cook said the company had tried to shield customers from the increases but the situation had "become unsustainable," describing the moment as "a hundred-year flood." He added that he had "never seen anything like it in any area in over 40 years." New York Post reported similar comments.