TEMPO.CO, Jakarta - Apple CEO Tim Cook hinted that Apple product prices could rise due to the global tech industry being weighed down by soaring memory component costs.
As reported by Engadget on Wednesday, citing ANTARA, in an interview with The Wall Street Journal, Cook said that price increases were difficult to avoid amid the ongoing increase in component costs.
"Unfortunately, price increases are unavoidable. We're doing our best to mitigate the huge increases that are being passed to us, and we've been trying to shield our customers from the increases, but the situation has become unsustainable," Cook said. However, he did not explain the exact amount or timing of the price adjustment.
This statement comes months before the expected launch of the iPhone 18 series. Cook's statement sparked speculation that the newest iPhone might cost more than the previous model.
In addition to the iPhone, the price increase could affect other Apple products, including the soon-to-be-released MacBook line and iPad.
Cook explained that the technology industry is currently facing a limited supply of memory components amid increasing demand for electronic devices and the need for artificial intelligence (AI) infrastructure.
"There's less supply at a time when consumers want devices and the memory guys are passing along huge price increases. We definitely need memory pricing and supply to return to reasonable levels for consumer products. That's the bottom line," he said.
Cook even called the current situation a condition he had never seen in his more than four-decade career in the technology industry. "I've never seen anything like it in any area in over 40 years," he said.
Apple isn't the only company impacted by the surge in memory prices. In recent months, several major technology companies, including Samsung, HP, Microsoft, Nintendo, and Valve, have also expressed concerns about rising component costs and high demand driven by the development of AI technology.
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