Apple is planning to raise the prices of some products to offset increasing RAM costs, and iPads and Macs could be some of the first devices to get price hikes.
CEO Tim Cook told The Wall Street Journal that Apple has been shielding customers from the "huge increases" it's been paying for iPhone, iPad, and Mac memory, but the "situation has become unsustainable."
Apple now has no choice but to charge more, and while Cook didn't give specific timing on price increases, The Wall Street Journal says costs could go up for Macs and iPads in the near term. Apple isn't expected to raise iPhone prices until the launch of the iPhone 18 Pro and foldable iPhone in September, but Mac and iPad prices may go up sooner than that.
Pricing for the Mac mini was already increased to $799 when Apple dropped the base $599 model, and the company has also phased out some higher-tier Mac mini and Mac Studio options. Apple didn't technically raise the Mac mini's price because the $799 device has a 512GB SSD instead of a 256GB SSD, but customers are no longer able to buy the more affordable model.
Apple could cut the entry-level options across more of the Mac and iPad lineup, or it could just do straight price increases.
There were supposed to be upgraded Mac Studio, Mac mini, and iMac launches this year, but there's no word on when those refreshes might happen. An update of those devices could give Apple a way to increase prices without sparking customer ire.
Pricing for memory chips and NAND flash storage has increased because chip makers can't keep up with demand from device makers and AI companies. Chip makers are focusing on higher-margin AI deals, leaving fewer chips for smartphones, computers, and tablets. Demand has outpaced supply, which means chip makers are able to charge more for their products.
Back in February, rumors suggested Apple agreed to a 100% price hike on Samsung memory chips to secure enough supply for the iPhone 17 models. Even then, Q2 iPhone production was held back by supply issues.
Cook told The Wall Street Journal that the memory situation is unprecedented. "This is a hundred-year flood," said Cook. "I've never seen anything like it in any area in over 40 years."
