Verified source report
Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices
Apple is planning to raise prices in response to the ongoing memory shortage. In an interview with The Wall Street Journal, Apple CEO Tim Cook says "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 […] Apple is planning to raise prices in response to the ongoing memory shortage. In an interview with The Wall Street Journal , Apple CEO Tim Cook says "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 doesn't say when Apple plans on raising prices or which products will be affected. The company has already stopped selling the Mac Studio with 512GB of RAM in March and later raised the start
What happened
According to The Verge’s source item, Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices, Apple is planning to raise prices in response to the ongoing memory shortage. In an interview with The Wall Street Journal, Apple CEO Tim Cook says “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 […] Apple is planning to raise prices in response to the ongoing memory shortage. In an interview with The Wall Street Journal , Apple CEO Tim Cook says “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 doesn’t say when Apple plans on raising prices or which products will be affected. The company has already stopped selling the Mac Studio with 512GB of RAM in March and later raised the start
Context
The development sits in VINI’s Technology file for readers following technology, science, product policy, markets, infrastructure, and the public consequences of innovation. The original report is linked so readers can check the source account, follow later updates, and compare new coverage against the first published record. The source item is dated 2026-06-17T21:42:21+00:00.
What to watch
Open questions include whether primary sources issue follow-up statements, whether local or market impacts become clearer, and whether additional reporting changes the timeline or adds material context.
Source
Primary source: Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise prices via The Verge. VINI cites and links the source; it does not reproduce the publisher’s full article text without rights clearance.
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Source links
- Tim Cook says RAM expenses are ‘unsustainable’ and Apple is going to raise pricesThe Verge - 2026-06-17T21:42:21+00:00
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