Tim Cook says iPhone price increase is 'unavoidable'
Apple entered the foldable phone market on September 9 with the iPhone Duo, debuting alongside the iPhone 18 Pro series. New CEO John Ternus led the event as the company faces a memory chip shortage that has already driven up prices for existing models like the iPhone Air in India. Former CEO Tim Cook described the memory pricing spike as a hundred-year flood, labeling price increases as unavoidable for the company.
Listen to Live Briefing
Real-time synthesized voice briefing · Live Feeds Desk
- ✓ Apple unveiled the iPhone Duo and iPhone 18 Pro series on September 9.
- ✓ John Ternus is the new CEO of Apple.
- ✓ A memory chip shortage in 2026 has impacted Apple and Lenovo.
What changed
The iPhone Duo has officially launched as Apple's first foldable device.
Live updates
-
Apple launches foldable iPhone Duo amid memory chip cost surge
Apple entered the foldable phone market on September 9 with the iPhone Duo, debuting alongside the iPhone 18 Pro series. New CEO John Ternus led the event as the company faces a memory chip shortage that has already driven up prices for existing models like the iPhone Air in India. Former CEO Tim Cook described the memory pricing spike as a hundred-year flood, labeling price increases as unavoidable for the company.
Why it matters
The shift in leadership to John Ternus coincides with a global memory crunch affecting multiple hardware brands. Apple is now competing directly with Samsung, Xiaomi, and Huawei in the foldable segment.
What is confirmed
- Apple unveiled the iPhone Duo and iPhone 18 Pro series on September 9.
- John Ternus is the new CEO of Apple.
- A memory chip shortage in 2026 has impacted Apple and Lenovo.
Still unconfirmed
- The foldable iPhone is referred to as the iPhone Ultra by CNET.
- The September 9 event was Apple's biggest in years.
What to watch next
- Sales data for the iPhone Duo in the Indian market
- Further pricing adjustments for the iPhone 18 Pro series
- Official statements from John Ternus regarding long-term component costs
confidence 90%Sources used for this update (3)
- www.cnet.com — Apple Event 2026 Live: The First Foldable iPhone, iPhone 18 Pro, Apple Watch 12 and More
- www.contentgrip.com — The price-hike playbook: what the memory crunch is teaching brands about communicating cost increases
- www.forbesindia.com — Aspiration vs reality: Can iPhone Duo attract Indian buyers?
-
Apple Unveils iPhone Duo Foldable and New Leadership Under John Ternus
Apple has revealed its first foldable phone, named the iPhone Duo, alongside the iPhone 18 Pro series during its September 9 event. The launch marks the first product debut under new Chief Executive Officer John Ternus, arriving as the company navigates soaring memory chip expenses. Following the hardware rollout, pricing for several existing models, including the iPhone Air, has climbed in India due to surging component costs. Outgoing chief executive Tim Cook previously called the memory pricing surge a hundred-year flood.
Why it matters
The September 9 hardware event introduces a major structural shift for the company with John Ternus taking over leadership from Tim Cook. Surging memory and storage expenses driven by artificial intelligence and neocloud data center expansion have created severe financial pressure across the industry. Consequently, these supply chain costs are directly altering consumer pricing for both brand-new flagship devices and older models.
What is confirmed
- Apple unveiled its first foldable phone, the iPhone Duo, on September 9.
- John Ternus made his debut as Chief Executive Officer during the September event.
- Prices for existing models such as the iPhone 17, iPhone Air, iPhone 17e and iPhone 16 increased in India following the launch.
- Rising memory chip costs contributed to the price increases in India.
Still unconfirmed
- Upcoming consumer prices globally could increase by $100 or more due to memory pricing surges.
What to watch next
- Actual global release dates and retail pricing details for the iPhone Duo and iPhone 18 Pro models
- Verified financial impact and December-quarter revenue figures for the new foldable hardware
confidence 100%Sources used for this update (4)
- www.cnbc.com — Apple event live updates: First foldable iPhone, new watch series expected as Ternus makes debut
- www.cnn.com — Apple’s new CEO expected to reveal the first foldable iPhone
- www.theverge.com — All the news from Apple’s ‘Surprise and shine’ event
- www.freepressjournal.in — iPhone 17, iPhone Air, iPhone 16 Prices in India Rise After iPhone 18 Pro Models Launch
-
Tim Cook Warns of iPhone Price Hikes as Memory Costs Spiral
Apple faces mounting cost pressures as memory and storage expenses surge due to artificial intelligence and neocloud data center expansion. Outgoing Chief Executive Officer Tim Cook described the memory pricing surge as a hundred-year flood that forced the company to reluctantly raise prices. Ahead of the scheduled iPhone 18 launch next week, analysts project that upcoming consumer prices could increase by $100 or more. Meanwhile, the company prepares to unveil its first foldable iPhone, a device that Morgan Stanley estimates could generate approximately $14 billion in December-quarter revenue.
Why it matters
Memory chip shortages and soaring component costs threaten hardware margins across the technology sector. Tim Cook recently concluded his 15-year tenure as Apple CEO by warning shareholders that persistent supply constraints would squeeze profitability. At the same time, Apple is betting on a high-priced foldable design to offset declining margins while competitors have already established a presence in the category.
What is confirmed
- Tim Cook stated that Apple reluctantly raised prices as memory costs spiral out of control.
- Morgan Stanley expects Apple's first foldable iPhone to generate approximately $14 billion in December-quarter revenue.
- Apple is scheduled to unveil the iPhone 18 series next week.
Still unconfirmed
- iPhone 18 prices may rise by $100 or more as AI-driven chip costs hit consumers.
- The foldable iPhone will cost $2,400 to keep margins intact.
- The foldable iPhone represents Apple's largest form-factor change since the iPhone X.
What to watch next
- The official unveiling of the iPhone 18 series next week
- Official retail pricing announcements for the new iPhone lineup
confidence 100%Sources used for this update (4)
- uk.finance.yahoo.com — Apple foldable iPhone could add about $14 billion to December-quarter revenue, Morgan Stanley says
- ca.finance.yahoo.com — New iPhone 18 may signal higher prices ahead
- 9to5mac.com — How Tim Cook shaped Apple’s foldable iPhone, and what it may cost
- 247wallst.com — Tim Cook: Apple “Reluctantly Raised Prices” as Memory Costs Spiral Out of Control
-
Tim Cook departs Apple amid warnings of memory shortages and price hikes
Tim Cook has officially ended his 15-year tenure as Apple CEO. His final warnings to shareholders indicate that memory shortages will persist, leading to lower margins for a period. Cook previously told The Wall Street Journal that price increases for iPhones are unavoidable because Apple cannot absorb the rising costs of memory and storage chips. These costs are driven by AI and neocloud firms expanding data centers. Apple is scheduled to unveil the iPhone 18 series next week, while prices for Apple TV and the Apple One bundle have already increased in the U.S.
Why it matters
The price pressure coincides with a broader industry struggle for RAM and storage components. This shift occurs as Apple prepares to launch its latest hardware during a leadership transition. Cook also expressed concern regarding a hundred-year flood risk in the U.S.
What is confirmed
- Tim Cook is no longer the CEO of Apple after serving for 15 years.
- Apple is scheduled to unveil the iPhone 18 series next week.
- Cook warned shareholders that memory shortages will continue and margins will remain lower for a while.
- Cook stated he has not seen anything like the current risk of a hundred-year flood in the U.S. in over 40 years.
Still unconfirmed
- Apple may raise prices for the iPhone 17 lineup in September.
What to watch next
- Official pricing announcement for the iPhone 18 series next week
- Apple's announcement of a permanent CEO successor
confidence 90%Sources used for this update (5)
- www.fool.com — Cook's last warning was that memory shortages will persist
- www.theverge.com — Tim Cook’s Apple: his 10 biggest wins and misses
- finance.yahoo.com — Tim Cook’s final words of warning as Apple CEO: US now at risk from ‘hundred-year flood’ — even Elon Musk is worried
- www.zdnet.com — Buy the iPhone 17 or wait for iPhone 18? My advice after years of phone reviews
- www.idropnews.com — Brace Your Wallet: iPhone 18 Pro Models Could See a $200 Price Bump
-
Tim Cook cites chip costs for unavoidable Apple price hikes
Apple CEO Tim Cook told The Wall Street Journal that price increases are unavoidable because the company can no longer absorb the rising costs of storage and memory chips. These components face high demand from neocloud and AI firms expanding data centers. While the iPhone 18 Pro and Pro Max launch within weeks, speculation grows that Apple will also raise prices for the iPhone 17 lineup in September. Additionally, Apple has immediately raised U.S. prices for Apple TV and the Apple One bundle during Cook's final week as CEO.
Why it matters
This pricing shift follows a trend where Apple increased Mac and iPad costs by an average of 23% two months ago. Google and Samsung have implemented similar adjustments. The strategy reflects broader supply chain pressures affecting the hardware industry.
What is confirmed
- Tim Cook told The Wall Street Journal that Apple can no longer absorb the increased cost of memory and storage chips.
- Apple TV monthly subscriptions in the U.S. increased from $12.99 to $14.99.
- Apple TV annual subscriptions rose from $99 to $119.
- The Apple One bundle monthly price increased from $19.95 to $21.95.
- Apple TV has had four price increases since its 2019 launch price of $4.99 per month.
- Tim Cook became Apple CEO in August 2011.
Still unconfirmed
- Apple may increase prices for the iPhone 17 lineup when the iPhone 18 Pro launches in September.
- The iPhone 18 Pro and iPhone 18 Pro Max will launch within weeks.
What to watch next
- Official pricing announcement for the iPhone 18 Pro series
- Confirmation of price changes for the iPhone 17 lineup
- Announcement of Tim Cook's successor as CEO
confidence 95%Sources used for this update (4)
- www.independent.co.uk — iPhone 18 Pro launches soon: From price to release date, here’s everything to know
- www.macrumors.com — iPhone 17 Prices Could Go Up Soon
- gizmodo.com — Before Tim Cook Leaves, He Has One More Thing for Apple TV Subscribers
- www.cnn.com — How Tim Cook made Apple one of the world’s most valuable companies
-
Apple prepares iPhone price hikes amid supply chain constraints
Apple is planning to increase iPhone prices this fall, following similar price adjustments from Google and Samsung. Bloomberg's Mark Gurman reports that the company faces memory and chip supply chain issues, making these increases inevitable. This follows a broader pricing strategy where Apple raised costs for Macs and iPads by an average of 23% two months ago. While costs are rising, reports suggest Apple may absorb some of these expenses to mitigate the impact on consumers.
Why it matters
The company faces a projected revenue dip for the quarter ending in September. These price hikes coincide with production cost pressures for the upcoming iPhone 18 Pro.
What is confirmed
- Apple raised prices for most major product categories two months ago, with Macs and iPads increasing by an average of 23%.
- Google and Samsung have already raised their smartphone prices.
Still unconfirmed
- Apple may increase prices for existing iPhone 17 models as early as August 10.
What to watch next
- Official pricing announcement for the iPhone 18 lineup
- Confirmation of price changes for existing iPhone 17 models
- Release of the next-generation iPad mini
confidence 80%Sources used for this update (5)
- www.macrumors.com — Apple Preparing to Increase iPhone Prices
- uk.pcmag.com — iPhone 18 Pro Leaks Are Everywhere. Which Ones Can You Actually Trust?
- www.cultofmac.com — iPhone price increase looks certain, but how high will Apple go?
- www.macworld.com — iPhone price rises ‘inevitable,’ but may not be as bad as you expect
- www.macrumors.com — New iPad Mini Release Date, Pricing, and What to Expect
-
Apple faces rising component costs ahead of iPhone 18 launch
Apple expects higher production costs for the upcoming iPhone 18 Pro, with a TrendForce analysis estimating a 38% increase in parts pricing. This follows warnings from CEO Tim Cook that chip supply constraints and memory costs make price hikes unavoidable. While the iPhone 18 lineup is scheduled for a fall release, reports suggest Apple may increase prices for existing iPhone 17 models as early as August 10. These cost pressures coincide with a projected revenue dip for the quarter ending in September despite record June earnings.
Why it matters
Rising hardware costs threaten profit margins for Apple's primary revenue driver. The company previously reported June quarter revenue of over $109 billion, a 16% increase. Current supply chain volatility makes pricing strategies for the next two hardware cycles critical.
What is confirmed
- Apple intends to release the iPhone 18 lineup this fall.
- Tim Cook stated that memory costs and chip supply constraints may lead to price increases.
Still unconfirmed
- Apple may have raised iPhone 17 prices on August 10 according to a Weibo leaker.
- The iPhone 18 Pro will cost Apple 38% more in parts based on TrendForce analysis.
What to watch next
- Official pricing announcement for the iPhone 18 lineup
- September quarter revenue report
- Confirmation of iPhone 17 price adjustments in the UAE
confidence 80%Sources used for this update (4)
- mashable.com — The latest iPhone 18 news, leaks, and rumors: Release date, price increases, and color options
- economictimes.indiatimes.com — Apple India
- tbreak.com — Apple may raise iPhone 17 prices on Monday — before the iPhone 18 Pro even lands
- 9to5mac.com — The iPhone 18 Pro will cost Apple 38% more in parts – but there’s some good news
-
Tim Cook warns of supply constraints as Apple reports record June quarter
Apple reported record June quarter earnings with revenue jumping 16% to over $109 billion. Tim Cook warned that memory costs and supply constraints for chips may lead to further price increases. The company expects revenue growth for the quarter ending in September to fall below analyst expectations.
What's confirmed:
- Apple revenue rose 16% to exceed $109 billion in its fiscal third quarter.
- Tim Cook stated that adding more memory suppliers may not lower product prices.
- Apple reported record June quarter results across all geographies and products.
- The company expects revenue growth for the quarter ending in September to be lower than analyst expectations.
- Supply constraints for iPhones, iPads, and Macs are driven largely by limited access to advanced chips.
- Apple has already implemented price increases for MacBooks and iPads.
Still unconfirmed:
- The iPhone 18 Pro will likely see a price increase.
confidence 100%Sources used for this update (8)
- Every iPhone 18 Pro rumour to know, from release date to price
- Tim Cook passes the baton in Apple’s Q3 2026 earnings call
- Tim Cook says more memory suppliers may not necessarily mean lower product prices
- Apple revenue, profits beat expectations on iPhone, Mac sales as Tim Cook era nears end
- Apple earnings recap: Stock tumbles 6% as Tim Cook warns of 'very significant' supply constraints
- Apple Posts Record June Quarter, Warns Supply Constraints Are Coming
- Tim Cook’s Swan Song At Apple Sees Quarterly IPhone Sales Surge, Highflying Stock Dip
- The Latest iPhone 18 News, Leaks, And Rumors: Release Date, Price Increases, And Color Options
-
Apple CEO says iPhone price hikes are unavoidable
Tim Cook told The Wall Street Journal that Apple must raise prices because it cannot absorb rising storage and memory costs. These increases aim to offset global chip shortages. Recent price hikes for some products may be the start of a larger trend.
What's confirmed:
- Tim Cook stated that price increases are unavoidable due to rising memory and storage costs.
- Price hikes are intended to offset global chip shortages.
Still unconfirmed:
- Micron CEO claims aggressive bargain-hunting by customers contributed to the memory shortage.
confidence 90%Sources used for this update (2)
-
Tim Cook confirms Apple price hikes are unavoidable
Apple CEO Tim Cook told The Wall Street Journal that price increases are unavoidable because the company cannot absorb rising memory and storage costs. These hikes are intended to offset global chip shortages. The changes will impact multiple product lines.
What's confirmed:
- Tim Cook stated that price increases are unavoidable.
- Rising costs for memory and storage are driving the price hikes.
- Apple can no longer absorb these increased costs and will pass them to consumers.
Still unconfirmed:
- Price hikes are imminent for iPhones, iPads, and Macs.
- The iPhone 18 series might launch with a smaller price increase than expected.
confidence 90%Sources used for this update (3)
-
Tim Cook says Apple price increases are "unavoidable"
Apple CEO Tim Cook told The Wall Street Journal that rising memory and storage costs have created an "unsustainable" situation. He stated that price hikes for company products are unavoidable despite attempts to shield customers. The specific timeline and affected products remain unclear.
What's confirmed:
- Tim Cook told The Wall Street Journal that price increases are "unavoidable".
- Cook described the current cost situation for memory and storage as "unsustainable".
- Apple attempted to mitigate cost increases to protect its customers.
Still unconfirmed:
- The iPhone 18 Pro may see a price increase in 2026.
- A DRAM shortage is driving the price hikes.
- Tim Cook is an outgoing CEO.
confidence 90%Sources used for this update (6)
- Tim Cook says Apple price increases are 'unavoidable' due to memory crunch
- Apple Will Increase Prices, Cook Says, But Timeline Still Unclear
- Apple CEO Tim Cook confirmed price hikes are 'unavoidable' — so get ...
- Apple Price Increases Are "Unavoidable," Tim Cook Confirms
- Tim Cook Warns iPhone 18 Pro Price Increase May Be Unavoidable
- Apple CEO Tim Cook Says iPhone Price Hikes Are "Unavoidable"
-
Tim Cook warns iPhone price increases are unavoidable
Apple CEO Tim Cook told The Wall Street Journal on June 17 that device price hikes are unavoidable. He attributed the move to an AI memory crunch affecting consumers. The company has not yet specified which products will see price changes or the exact amounts.
What's confirmed:
- Tim Cook told The Wall Street Journal on June 17 that device price increases are unavoidable.
- The price hikes are driven by an AI memory crunch reaching consumers.
Still unconfirmed:
- TechInsights analysts estimate a future iPhone Pro model could increase by $270.
confidence 100%Sources used for this update (4)
- Apple CEO Tim Cook warns AI-driven price increases are unavoidable — says company is trying its best but 't...
- Tim Cook Says iPhone Price Hikes Are Unavoidable as the AI Memory Crunch Reaches Buyers
- DRAM shortage: Tim Cook confirms "price increases are unavoidable"
- Tim Cook says iPhone price increase is 'unavoidable'
-
Tim Cook says Apple price increases are "unavoidable"
Apple CEO Tim Cook stated that price hikes for company products are necessary due to rising memory chip costs. He described current RAM expenses as "unsustainable" in an interview with The Wall Street Journal. The company has not specified which products will be affected or when the changes will take effect.
What's confirmed:
- Tim Cook stated that price increases for Apple products are "unavoidable".
- The CEO told The Wall Street Journal that RAM expenses have become "unsustainable".
- Rising costs for memory chips and AI-driven demand are the causes for the price hikes.
- Tim Cook did not specify the timing of the price increases or which specific products would be impacted.
Still unconfirmed:
- The iPhone 18 Pro could cost $1,399.
- Tim Cook is an outgoing CEO.
confidence 95%Sources used for this update (22)
- Exclusive | Apple to Raise Prices Due to Memory Chip Crunch, Tim Cook Says
- Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices
- Tim Cook says iPhone price increase is 'unavoidable'
- Apple CEO says price hikes are ‘unavoidable’ as rising chip costs squeeze tech giant: report
- Apple boss Tim Cook says prices to rise due to memory chip costs
- Apple boss Tim Cook says prices to rise due to memory chip costs
- Apple to raise gadget prices as AI drives up costs
- Here’s the link between Apple’s ‘unavoidable’ price hikes and all-time highs for emerging markets
- Apple CEO warns price rises ‘unavoidable’ amid AI boom
- Tim Cook says Apple price increases are unavoidable, Q3 2026
- Micron’s stock is on the rise. Even Apple isn’t safe from ballooning memory-chip costs.
- How AI-Driven Chip Cost Inflation and Price Hikes Will Impact Apple (AAPL) Investors
Community Sentiment: How do you assess this situation?
Voice your perspective · Real-time aggregated sentiment from the Live Feeds community