Planning for a new purchase or upgrade? Apple iPhone price increase in 2026 may come as a shock. Apple is set to raise prices across its product lineup, with outgoing CEO Tim Cook calling the move “unavoidable” amid a global memory chip crunch driven largely by the AI boom.
In an interview, Cook said the company has been trying to protect customers from rising component costs but can no longer absorb them. “Unfortunately, price increases are unavoidable,” he said, adding that Apple has been trying to shield customers from cost increases, but the situation has become unsustainable. Cook described the shortage as a “hundred-year flood,” saying he had never seen anything like it in any area over more than 40 years in the business.
Cook did not specify which products would see price hikes or by how much. It also remains unclear whether the iPhone 18 series, expected in September, will be affected.
However, reports suggest the iPhone 18 Pro and Pro Max could cost more than their iPhone 17 counterparts. Mac and iPad prices are also likely to rise. Apple has already raised the price of the Mac mini by discontinuing its entry-level model.
Also Read: iPhone 18 Pro May Finally Shrink the Dynamic Island Significantly: What the Latest Leak Reveals
Why memory chips are getting costlier
The surge in demand from AI companies for high-bandwidth memory has reportedly quadrupled the cost of DRAM and NAND chips since last year, as manufacturers prioritise supplying data centres over consumer electronics.
Chipmakers such as Samsung, SK Hynix, and Micron are expanding capacity, but most of it is being directed to AI servers rather than consumer devices. Morgan Stanley estimates the memory supply for consumer technology could fall up to 15% short of demand by 2027.
Cook indicated Apple may use its financial muscle to help ease the crunch, but ruled out manufacturing memory chips in-house. “We’re willing to use our balance sheet to help be a part of the solution,” he said, while clarifying Apple has no plans to build its own memory and storage factories.
Samarjit Kaur is a journalist and communications professional covering technology & emerging digital trends. With a focus on clarity and context, she reports on developments shaping industries and governance. When not reporting, she chooses to plug-in and relax on her playlists and plan her next bucket-list trips!
