{"slug": "apple-ceo-hints-at-your-next-iphone-being-more-expensive-as-unavoidable-price", "title": "Apple CEO hints at your next iPhone being more expensive, as “unavoidable” price increases announced", "summary": "Apple CEO Tim Cook announced that upcoming iPhones and other products will see price increases due to rising memory and storage costs, driven by AI industry demand. Cook stated the increases are \"unavoidable\" as the company can no longer absorb the higher expenses, with the iPhone 18 series and a foldable iPhone likely affected.", "body_md": "👋\nNewsletters\nSubscribe to our newsletters\nSign up for our free, weekly newsletter!\nSubscribe\nBy signing up, you acknowledge our\nprivacy policy\nand may receive occasional deal communications; you can unsubscribe anytime.\nLeave this field empty if you're human:\nPC Guide\nSearch\nComputing\nGaming PC\nTablet PC\nLaptop\nDesktop Computer\nComponents\nGPU\nCPU\nMotherboard\nRAM\nPC Case\nCooling\nPower Supplies (PSU)\nHDD\nSSD\nNetworking & Peripherals\nRouter\nModem\nNAS\nWiFi\nComputer Chair\nMonitor\nKeyboard\nMouse\nComputer Microphone\nHeadset\nComputer Desk\nWebcam\nElectronics\nConsole\nFitness & Tech\nRaspberry Pi\n3D Printer\nTV\nProjector\nVR\nSmart Home\nPrinter\nSoftware\nMicrosoft Office\nWindows 10\nWindows 11\nAndroid\niOS\nApps\nSoftware Downloads\nInternet Safety\nFlight Simulator\nAI\nGuides\nHow To\nCompare\nFAQs\nFeatured\nReview\nNews\nDeals\nPrime Day\nTools\n\n```\nHome > News \n\nApple CEO hints at your next iPhone being more expensive, as “unavoidable” price increases announced\n\n                            Tim Cook dropped this bombshell before he hands over leadership to John Ternus                    \n\nAbdul Haddi\n\n \n\nLast Updated on June 18, 2026  \n\n        PC Guide is reader-supported. When you buy through links on our site, we may earn an affiliate commission. Read More\n\nTable of Contents \n\nApple hardware is getting even more expensive from now on\nEarly Prime Day deals\nPrime Day is coming — don’t miss the deals\n\nApple has confirmed that its future products will become more expensive as memory shortages continue to impact the tech industry. The announcement comes directly from Apple CEO Tim Cook, who recently explained to The Wall Street Journal that rising memory and storage costs have reached a point where the company can no longer absorb the extra expense on its own.\nThe memory market has been under pressure for months as AI firms purchase huge amounts of advanced memory chips for servers and data centers. As more production capacity is directed toward AI hardware, fewer chips are available for consumer devices such as smartphones, tablets, and laptops. This means higher prices across the industry, and Apple now says it is feeling the squeeze.\n\nSign up for our free, weekly newsletter!\n\nSubscribe\n\nBy signing up, you acknowledge our privacy policy and may receive occasional deal communications; you can unsubscribe anytime.Leave this field empty if you’re human: \n\nApple hardware is getting even more expensive from now on\nWhile Apple has not revealed exactly when prices will increase or which products will be affected, the statement suggests that upcoming devices could launch with higher price tags than their predecessors. The next big launch is expected to be the iPhone 18 series in September, along with the rumored iPhone Foldable.\n\nEarly Prime Day deals\nPrime Day is almost here, and we've found all the best early deals on tech and gaming.\n\n        AMD Ryzen 7 9800X3D - was $479 now $449\n\n        Samsung 32\" Odyssey G55C - was $329 now $189\n\n        Amazon Kindle Colorsoft Essentials Bundle - was $306.27 now $172.97\n\n        Hisense 100\" U7 Mini-LED - was $4,499 now $2,797\n\n        Skytech Gaming King 95 Gaming PC - was $3,699 now $3,499\n\nPrices correct as of June 18th on Amazon.com.\n\n“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”\n“There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” \nTim Cook, CEO of Apple, via The Wall Street Journal\nAccording to the CEO, who is all set to step down this September to make way for John Ternus, the current SVP of Hardware Engineering at Apple, price increases have become “unavoidable” due to current memory chip pricing.\nOne area of concern is DRAM, which has become increasingly expensive due to growing demand from the AI sector. Apple also pointed to storage chips as another challenge. Modern devices require more memory than ever, especially as companies continue adding new AI-powered features that demand additional resources.\n\nPrime Day is coming — don’t miss the deals\n\n      Get ready for exclusive savings with Prime.\nAges 18–24 can get a 6-month Prime trial for $0\n\n      Start your Prime trial →\n    \n\nThe timing of the announcement is interesting because Apple is expected to unveil its next generation of products in the coming months. Many consumers are already looking ahead to the next iPhone lineup, while Mac and iPad buyers could also see changes sooner rather than later. Apple also recently adjusted its Mac Studio and Mac Mini lineup by removing lower-end configurations, resulting in a higher entry price for buyers.\nApple is not alone in facing these challenges. Several major technology companies have already introduced price increases on various products as component costs continue to climb. With memory and storage prices showing little sign of returning to normal anytime soon, consumers may need to prepare for more expensive smartphones, tablets, and computers in the months ahead.\n\n    878Would you buy a bare bones Steam Machine?Would you buy a variant of the Steam Machine with no RAM and/or no SSD and install them separately to help save on costs?     No, I want the Steam Machine to be complete     Yes, I would buy a RAM-less version     Yes, I would buy an SSD-less version     I'd buy a bare bones version with neither component         \n\nAbout the Author\n\nAbdul Haddi\n\n \n\nAbdul is a tech writer and Editor for PC Guide, specializing in all things tech, gaming, and hardware.\n\nLoad More\n\nYou can trust PC Guide\n\nOur team of experts use a combination of independent consumer research, in-depth testing where appropriate - which will be flagged as such, and market analysis when recommending products, software and services. Find out how we test here.\n\n Follow us\n\nTable of Contents \nApple hardware is getting even more expensive from now on \n\nRelated Articles\n\n \n\nToday’s Wordle answer, hints and clues on June 19 (#1826)\n\nLast Updated Jun 18, 2026· by Jack Goodall\n\n \n\nHDMI 2.2 compatible hardware “should” be ready next year, says Licensing Administrator, now that specs are final\n\nLast Updated Jun 18, 2026· by Jack Goodall\n\n \n\nCapcom’s Steam revenue is nearly twice as much as PlayStation in a recent financial report\n\nLast Updated Jun 18, 2026· by Abdul Haddi\n\n \n\nGTA 6 pre orders arrive in just one week, as Rockstar Games finally announces date alongside cover art reveal\n\nLast Updated Jun 18, 2026· by Jack Goodall\n\nAbout Us\nContact\nEarnings Disclaimer\nPrivacy Policy\nSitemap\n \n\nOur Sites:\n\nBlack Friday TV Deals\nPC Builder\nMovies Like\n \n\nCopyright © 2026 PC Guide. All rights reserved.\n\n​\n```\n\n", "url": "https://wpnews.pro/news/apple-ceo-hints-at-your-next-iphone-being-more-expensive-as-unavoidable-price", "canonical_source": "https://www.pcguide.com/news/apple-ceo-hints-at-your-next-iphone-being-more-expensive-as-unavoidable-price-increases-announced/", "published_at": "2026-06-18 16:23:02+00:00", "updated_at": "2026-06-18 16:45:09.167415+00:00", "lang": "en", "topics": ["artificial-intelligence", "ai-chips", "ai-infrastructure", "ai-products"], "entities": ["Apple", "Tim Cook", "John Ternus", "The Wall Street Journal", "iPhone 18", "iPhone Foldable"], "alternates": {"html": "https://wpnews.pro/news/apple-ceo-hints-at-your-next-iphone-being-more-expensive-as-unavoidable-price", "markdown": "https://wpnews.pro/news/apple-ceo-hints-at-your-next-iphone-being-more-expensive-as-unavoidable-price.md", "text": "https://wpnews.pro/news/apple-ceo-hints-at-your-next-iphone-being-more-expensive-as-unavoidable-price.txt", "jsonld": "https://wpnews.pro/news/apple-ceo-hints-at-your-next-iphone-being-more-expensive-as-unavoidable-price.jsonld"}}