Tim Cook: Apple 'Reluctantly Raised Prices' Due to '100-Year Flood on Memory Pricing'
Apple didn't want to raise its prices but was forced to do so because of exponential increases in memory costs, Apple CEO Tim Cook said today during the company's Q3 2026 earnings call. Apple increased prices for Macs and iPads in June because memory prices have surged. On the pricing front, you know, we reluctantly raised prices. I would say we did it because we're in what I would characterize…
In Apple's Q3 2026 earnings call, CEO Tim Cook acknowledged the company's decision to raise prices for Macs and iPads. Cook explained that the price increase was a necessity due to exponential increases in memory costs, likening the situation to a "100-year flood on memory pricing." Apple's Q3 earnings call revealed that memory prices have surged, forcing the company to reluctantly raise prices.
Cook emphasized that the decision was multifactorial, taking into account units, revenue, and margins before making a business judgment. He did not provide a specific timeline for potential iPhone price increases but acknowledged that Apple expects to pay higher memory costs in the September quarter. However, Apple will be able to partially offset the increase with lower costs on non-memory components and a stockpile of inventory.
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