Apple Corporation CEO Tim Cook has officially confirmed that an increase in prices for brand equipment has become inevitable. The reason was a critical shortage of semiconductors and flash memory against the backdrop of the global AI boom.
Apple CEO Tim Cook has officially confirmed that the corporation is forced to raise prices for its devices due to a global shortage of DRAM and NAND memory chips, writes xrust. He stated this in an interview with The Wall Street Journal. According to him, the avalanche-like increase in the cost of components has become “unsustainable,” and the subsequent rise in price of gadgets for end consumers is “absolutely inevitable.”
The main reason for the large-scale crisis in the supply chain was the ongoing boom in artificial intelligence technologies. The largest semiconductor manufacturers have redirected their main capacities to produce specialized memory for AI server data centers. As a result, the cost of basic chips for consumer electronics has nearly quadrupled over the past year. TechInsights analysts believe that to maintain margins, the American giant will have to add from $200 to $270 to the cost of the upcoming flagship iPhone 18 Pro. In terms of rubles at the current exchange rate, this means an increase in the price of basic premium versions by approximately 18,000–25,000 rubles. And this does not take into account the increasingly complex logistics of parallel imports and markups from domestic retailers.
Experts call the conflict in the Middle East, which disrupted the global supply of helium, a gas critical for factories producing silicon wafers, an additional negative factor. Specialists at the investment bank Morgan Stanley are already predicting an inevitable increase in retail prices for smartphones and PCs around the world by an average of 15%. Apple's entire key ecosystem is under pressure from rising prices: iPhone smartphones, iPad tablets and Mac line of computers.
The upcoming large-scale announcement of the new iPhone 18 line in September will be held under the leadership of John Ternus, who will officially replace Tim Cook as CEO. Market experts recommend that Russian users planning to update their personal gadgets consider purchasing current models from current batches before the official price revision.
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Xrust iPhone and Mac prices will rise: Tim Cook warned of a global chip shortage
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