Amaya Tomanová iPhone owners, MacBoth iPad owners and users should prepare for an unpleasant change. CEO Applu Tim Cook In an interview with The Wall Street Journal, he openly admitted that the company can no longer absorb the rising costs of memory and storage chips. The result could be significantly higher prices for future products.
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Jan Vajdák "Unfortunately, price increases are inevitable," he said CookAccording to him, Apple In recent years, he has tried to protect customers from price increases and has borne much of the higher costs. However, according to him, the situation has reached a point where this approach is no longer sustainable in the long term. The boss AppAlthough Lu did not specify which products would be affected by the price increase or how much the prices could increase, analysts immediately began to speculate, especially about this year's line. iPhone 18 ProIt is due to be launched in September this year and is expected to feature a further increase in RAM capacity due to new AI-based features. Some estimates even suggest that maintaining current margins could require a price increase of up to $270 compared to current models.
The current situation is primarily due to the huge demand for memory chips from companies developing artificial intelligence. Data centers and AI servers are currently consuming record amounts of modern memory, which limits the availability of components for consumer electronics. Although chip manufacturers are expanding production capacities, most of the new production is directed to the server segment, where margins are significantly higher.
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Pro Apple The problem is even greater as its devices require more and more memory. Apple Intelligence and other advanced AI features are very demanding on hardware. While just a few years ago 6 or 8 GB of RAM was considered more than sufficient, today further significant growth is expected. Cook He compared the current situation to a “hundred-year flood” and admitted that he had never experienced anything like it in more than forty years in the technology industry. He also indicated that Apple plans to use its huge financial reserves to secure better supplies of memory chips, but did not disclose details.
It's interesting, that Apple is not the only company facing this problem. Companies have also increased the prices of their products in recent months Samsung, Microsoft, Sony or Dell. It seems that the sharp increasemach artificial intelligence is starting to have an impact on ordinary consumers. If the forecasts come true, 2026 and 2027 could be a period when electronics prices start to rise at a pace we haven't been used to in recent years. And that's exactly Apple, which is one of the largest buyers of memory and storage chips in the world, may be one of the first manufacturers whose customers will fully feel this trend.
Adam Kos 
