Apple CEO Tim Cook confirmed that the company would have to increase prices for its equipment, including iPhone and Mac. According to him, the corporation had long been holding back value growth in order not to shift costs on customers, but the situation with components became critical. The main reason for the rise was an explosion of demand from the artificial-intelligence industry: active construction of data centers for AI led to a shortage and sharp increase in the cost of memory chips and storage devices.

Apple has not yet announced the exact timing and scale of the increase, but the announcement came on the eve of the autumn presentation, where the iPhone 18 line and the first foldable smartphone are expected to be launched. To mitigate the consequences, Apple plans to use its financial resources to increase memory purchases, but does not intend to build its own factories to produce them. Cook emphasized that industries urgently need to increase component output in order to normalize the market and return prices to reasonable levels.