Apple raised prices on its Mac computers and iPad tablets because of a sharp increase in the cost of memory chips, chief executive Tim Cook said during a discussion of the company’s third-quarter 2026 financial results.
Cook described the current memory market as comparable to a once-in-a-hundred-years event. He said Apple had not wanted to revise its prices, but the rapid rise in component costs made the decision unavoidable.
He added that Apple weighs more than profitability alone when setting prices. The company simultaneously evaluates sales volumes, revenue, and margins, and makes final decisions based on long-term strategy rather than short-term financial performance.
Cook declined to offer any predictions about pricing for the iPhone 18, which Apple is expected to introduce in September. He noted, however, that high memory costs would persist into the following quarter, though they would be partially offset by cheaper components and existing inventory stockpiles.
