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Increase in RAM and storage costs pressures Apple and may affect iPhone, Mac, and iPad in the coming months
Apple may raise the prices of its main products in the coming months, amid the global rise in memory chip costs.
The information gained traction after statements from CEO Tim Cook to the Wall Street Journal, in an interview about the impacts of component shortages in the technology sector.
According to the executive, the adjustments have become inevitable due to the increases passed on by memory manufacturers.
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The impact could affect devices like iPhone, Mac, and iPad, precisely at a strategic moment for the company.
The expectation is that Apple will present in September the iPhone 18 and possibly the first foldable model of the line.
According to a projection by the consultancy TechInsights, cited by the Wall Street Journal, the iPhone 18 Pro could rise from $1,099 to $1,299.
Thus, the increase would reach $200 if the manufacturer decides to maintain its profit margin.
Chip increase pressures Apple’s strategy
The rise in memory chip costs has become one of Apple’s main challenges in 2026.
As Tim Cook stated to the Wall Street Journal, the company is trying to reduce the impact of the increases on consumers.
According to the CEO, the situation has become unsustainable.
The company has not yet informed when the adjustments will be applied.
There has also been no official confirmation about which products will see an increase first.
Even so, the report indicates that the new prices may arrive before the launch of the iPhone 18.
In this scenario, Mac and iPad models appear among the possible products initially affected.
Artificial intelligence reduces supply for consumer electronics
The price pressure is directly related to the global race for more advanced chips.
Currently, memory manufacturers are directing investments towards components used in artificial intelligence data centers.
As a result, the supply of chips for consumer electronics becomes tighter.
This movement affects cell phones, tablets, computers, smart TVs, consoles, smartwatches, cars, printers, and even robot vacuums.
Therefore, the increase does not only affect Apple.
It can also influence the price of various technological products in the global market.
RAM becomes the biggest concern within the company
Although storage chips are also more expensive, RAM worries Apple more.
RAM, an acronym for random access memory, temporarily stores data used by a device.
When an app is opened on a cell phone, for example, RAM holds the information necessary for the program to function correctly.
Therefore, this component is essential for the performance, speed, and stability of devices.
According to Tim Cook, memory manufacturers have been passing on increases considered exorbitant.
The executive also stated that he had never seen such a strong rise in raw materials.
Smartphone market expected to face historic decline
Cost pressure comes at a delicate moment for the cell phone sector.
According to a projection released by the consultancy IDC in February, the global smartphone market is expected to register the largest decline in history in 2026.
The estimate points to 1.1 billion units sold worldwide during the year.
This volume represents a decrease of 12.9% compared to 2025.
Furthermore, IDC assesses that recovery is not expected before mid-2027.
For 2027, the consultancy projects growth of only 2%.
In 2028, the expectation is for more consistent recovery, with an increase of 5.2%.
Higher prices may change Apple’s next cycle
The possible price increase puts Apple in front of an important decision.
On one hand, the company tries to protect consumers from the costs passed on by the supply chain.
On the other hand, it needs to preserve margins in a more pressured and competitive market.
The statement by Tim Cook shows that memory chips have become a central point for upcoming launches.
Furthermore, the advancement of artificial intelligence has intensified the competition for essential components.
Now, the launch of the iPhone 18 may mark not only a new generation of devices.
It may also indicate how Apple intends to deal with one of the greatest cost pressures ever faced by the technology industry.
What to expect from the upcoming launches?
The rise in memory chips is expected to remain at the center of Apple’s decisions in the coming months.
If the pressure on RAM and storage continues, consumers may find higher prices on products like iPhone 18, iPhone 18 Pro, Mac, and iPad.
The final decision has not yet been officially detailed by the company.
Even so, the scenario shows that the artificial intelligence race is already starting to weigh on the pockets of those intending to buy new electronics.
Do you think Apple should hold prices to protect consumers or pass on some of the costs to maintain its market strategy? Share your opinion!
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