Apple to Raise Product Prices Due to Memory Chip Shortage — WSJ
Apple CEO Tim Cook has officially announced an upcoming price increase for the company’s products due to the rapid rise in the cost of purchasing memory chips and storage devices.
According to the head of the tech giant, this step is a necessary measure, as current market conditions have become too critical to maintain previous price points.
The American corporation’s new pricing policy will affect most of its device lineup, though the exact timeline for implementing the changes has not yet been disclosed.
Most likely, European and American buyers will see the first updated price tags during the brand’s traditional September product launch event.
It is expected that during this major event, the company will officially unveil the upcoming iPhone 18 and iPhone 18 Pro Max to the public.
“Unfortunately, price increases are inevitable,” Cook said. “We’re trying to cushion the massive cost increases passed on to us by suppliers and have tried to protect customers from this, but the situation has become unsustainable.”
The executive emphasized that the crisis in the semiconductor market has affected not only the RAM segment but also chips used to create built-in storage for devices.
Global consumer demand for electronics continues to show steady growth, while key global suppliers are significantly raising the selling price of components.
To address the crisis, Apple’s management plans to allocate a portion of its substantial financial reserves to ensure an increase in the supply of scarce components.
At the same time, the executive clarified that the company currently has no plans to invest in building its own factories for the production of memory chips and storage devices.
Apple has already taken the first concrete step toward a significant price increase for its computers as part of its ongoing product lineup optimization.
Specifically, the American company has completely removed the cheapest configuration—which previously cost $599—from the official Mac mini lineup.
As a result of this move, the current base model of the popular all-in-one computer will now cost potential buyers at least $799.
Experts cite the rapid growth in demand for memory chips from companies that are massively expanding large data centers for artificial intelligence as the main reason for the widespread shortage.
Most of the production capacity of giants such as Samsung, SK hynix, and Micron is currently being redirected toward high-cost chips for next-generation servers.
As a result, consumer electronics manufacturers are receiving fewer and fewer semiconductor chips, and at significantly higher prices.
This is according to The Wall Street Journal.
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