Apple’s outgoing CEO, Tim Cook, has confirmed that the technology giant will raise prices across its product lineup due to rising component costs caused by the ongoing global memory shortage. Speaking in an interview with The Wall Street Journal, Cook said the company can no longer absorb the sharp increases being passed on by suppliers, making price adjustments unavoidable.
According to Cook, Apple has spent considerable time trying to shield customers from higher costs. However, the continued surge in memory prices has created a situation that is no longer sustainable. He explained that the company has worked hard to mitigate supplier-driven increases, but the growing financial pressure has reached a point where product price hikes are now necessary.
The announcement is expected to have a direct impact on consumers in Pakistan as well. Since Apple does not maintain an official local presence or manufacturing operation in the country, Pakistani buyers generally pay international pricing along with import-related costs. This means any global increase in Apple product prices is likely to be reflected in the local market as well, potentially making iPhones, iPads, and MacBooks even more expensive.
The timing of the announcement is particularly significant as Apple prepares to unveil the upcoming iPhone 18 lineup later this year. Although Cook did not specify the size of the price increase or the exact implementation date, industry observers expect the next generation of iPhones to launch at higher prices than their predecessors. Future MacBooks and iPads introduced during the year may also carry increased price tags.
Cook attributed the situation to a combination of limited supply and soaring demand for memory components. The rapid growth of artificial intelligence technologies has increased demand for advanced memory chips across the technology industry, putting pressure on supply chains and driving costs upward. He noted that memory manufacturers are passing substantial increases on to device makers, affecting the entire consumer electronics sector.
Apple is not alone in facing these challenges. Major technology companies including Samsung, HP, Microsoft, Nintendo, and Valve have also highlighted the impact of rising memory prices and supply constraints. Cook described the current market conditions as unprecedented, stating that he had never witnessed a similar situation in more than four decades in the industry.
