Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices

Apple CEO Tim Cook told The Wall Street Journal that memory cost increases have become “unsustainable,” making price hikes unavoidable. Apple has not said when prices will rise or which products will be affected, but it has already adjusted Mac configurations and pricing amid the shortage.

The comments signal that component inflation is moving from supply-chain pressure into consumer pricing for major tech hardware. If memory shortages persist, Apple’s moves could give other PC and device makers cover to raise prices or reduce lower-cost configurations.