Apple is facing a new pricing challenge as the global demand for memory chips rises sharply, driven by the rapid expansion of AI systems. The pressure on DRAM and NAND supply is now strong enough that the company may need to adjust prices on upcoming devices.
Outgoing CEO Tim Cook said higher chip costs have become difficult to absorb, describing the situation as unsustainable. While he did not specify which products would be affected, the next iPhone cycle is seen as the most likely moment for a price change.
The impact could extend beyond the iPhone to other Apple products that rely on memory and storage components, including the Mac, iPad, Apple Watch, and Apple Vision Pro. Industry estimates suggest Apple may need to add significant cost to preserve margins on premium models.
The timing is notable as Apple continues to refine its AI strategy for devices. Recent updates to Siri and other on-device features point to a future where more processing happens locally, which can increase hardware requirements and intensify demand for memory.
For consumers, the result may be a new era in which advanced AI features and premium device pricing move together. In the years ahead, the balance between innovation and hardware cost could shape the next generation of personal technology.