Apple Raises Prices on Soaring Memory Costs, Warns Supply Limits Will Severely Hit iPhone, iPad, Mac Revenue

During Apple's fiscal 2026 third-quarter earnings call, CEO Tim Cook addressed the recent hardware price increases and subsequent supply conditions. Cook said that due to explosive rises in memory prices, the company had 'reluctantly' raised some product prices. He explained that the memory industry is undergoing a 'once-in-a-century surge', which is the core logic behind the price adjustment. The company is trying to offset some of the pressure through cost reductions in other non-memory components and existing inventory buffers, but memory prices remain a key challenge.

Cook warned that the impact of supply constraints on the company's September fiscal quarter revenue will be significantly larger than in the previous quarter, and this situation will fully affect the three major product lines: iPhone, iPad, and Mac.