Apple May Increase iPhone, iPad, Mac Prices Soon Amid Rising Memory Costs: Report

Apple is expected to raise prices across its product portfolio, including the iPhone, iPad, and other devices. While Apple CEO Tim Cook recently acknowledged that rising memory and storage costs could eventually be passed on to consumers, he stopped short of confirming when the increase would take effect. A new report from Bloomberg's Mark Gurman now suggests that the company may implement the hikes sooner than many expected.

Apple Could Increase Prices Before iPhone 18 Launch

According to Bloomberg's Mark Gurman, Apple may not wait until the launch of the iPhone 18 series in September to raise prices. In a recent post on X, Gurman noted that there would be little reason for Apple to publicly discuss potential price increases now if the changes were still months away.

"Regarding Apple price hikes, have to imagine these are fairly imminent. No other reason to flag them now," Gurman wrote.

He also pointed to speculation that Apple's annual Back to School promotion could help soften the impact of higher prices. However, since the program primarily targets students and educational buyers, most customers would still be affected by any increase in retail pricing.

Tim Cook Says Rising Costs Are Becoming Unsustainable

Gurman's comments come shortly after Tim Cook addressed Apple's growing cost pressures in an interview with The Wall Street Journal. The Apple CEO reportedly said the company has been absorbing higher component costs for as long as possible but may no longer be able to continue doing so.

"Unfortunately, price increases are unavoidable," Cook reportedly said. "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 also revealed that Apple is exploring ways to support increased memory production. However, the company has no plans to manufacture memory chips itself.

iPhone 18 Pro Could Become Significantly More Expensive

While Apple has not officially disclosed the extent of any potential price increase, industry estimates suggest the impact could be substantial. Following Cook's comments, The Wall Street Journal cited projections from research firm TechInsights indicating that memory costs for the base iPhone 18 Pro could rise sharply.

According to the estimates, DRAM costs may increase from approximately $39 (around Rs. 3,700) to $145 (around Rs. 13,700), while storage costs could jump from roughly $13 (around Rs. 1,200) to $51 (around Rs. 4,800).

When combined with higher manufacturing and component expenses, the production cost of the base iPhone 18 Pro could reportedly rise by nearly 25 percent compared to the iPhone 17 Pro. To maintain profit margins, Apple may increase the handset's starting price from $1,099 (around Rs. 1.04 lakh) to approximately $1,299 (around Rs. 1.23 lakh), according to the report.