Apple CEO Tim Cook told the Wall Street Journal that the company plans price increases on its products due to ongoing...

Apple CEO Tim Cook told the Wall Street Journal that the company plans price increases on its products due to ongoing memory shortages, calling the hikes 'unavoidable' and the memory situation 'unsustainable' (source). Analysts at BofA Securities expect price increases for most Mac and iPad models, while IDC expects average smartphone prices to rise 20% this year. The shortage, driven by AI chip demand consuming memory supply, affects DRAM and NAND. Apple's disclosure highlights the crisis's severity, as the iPhone maker was previously viewed as insulated. Some analysts see an opportunity for Apple to gain market share from Android as competitors face cost pressures. The price hikes are expected within months, likely targeting premium devices first.