Tim Cook says Apple price increases are unavoidable as memory costs surge

In a Wall Street Journal interview published June 17, 2026, Tim Cook said price increases are unavoidable because memory supply has tightened and memory makers are passing on large price increases. He gave no timing, size or product list. Apple raised Mac and iPad prices eight days later, so investors read the interview as a preview of the hikes.

• Interview published June 17, 2026 (WSJ, as relayed by Engadget)
• Cook: "Unfortunately, price increases are unavoidable"
• No timing, size or product list given
• Cook said he had never seen anything like it in over 40 years