Apple Price Hikes Are Coming—What to Buy Now

What the Apple price increase means for everyday buyers

The Apple price increase refers to CEO Tim Cook’s confirmation that upcoming iPhones, MacBooks, and iPads are likely to become more expensive because a global memory chip shortage is driving component costs higher than Apple can absorb. In an interview with The Wall Street Journal, Cook said price hikes are now “unavoidable” as suppliers raise prices on DRAM and storage chips. Apple has been paying more for these components for months while trying to shield consumers, but Cook describes current memory pricing as a “hundred-year flood” that the company can no longer offset. For buyers, that translates into a wider “Apple Tax” compared with rival devices that may remain cheaper or move up more slowly. If you have been debating when to buy Apple products, this warning is a signal that today’s prices may be the lowest you will see for a while.

Why a memory chip shortage is pushing Apple to raise prices

The main force behind the coming Apple price increase is a global memory chip shortage. DRAM and NAND chips, which store apps, photos, and AI features on your iPhone or MacBook, are in short supply. AI companies are racing to build larger models and data centers, and they are buying enormous volumes of advanced memory chips, leaving fewer for consumer gadgets. According to SlashGear, Apple spends tens of billions of dollars each year on memory and storage, and chip prices have quadrupled as AI servers soak up supply. Cook told the Wall Street Journal that “there’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases.” With Intel’s CEO warning of “no relief until 2028,” higher component costs are likely to keep pressure on Apple’s margins and retail prices for several product generations.

Which Apple products are likely to see a price hike

Apple has not named exact models or dates, but Cook’s comments point directly to iPhones, MacBooks, and iPads as the main devices at risk of an iPhone price hike and broader Apple price increase. PC Guide notes that Apple has already nudged Mac pricing higher: the 14‑inch MacBook Pro with the M5 Pro chip climbed from USD 1,999 (approx. RM9,200) to USD 2,199 (approx. RM10,100), while the 16‑inch version moved from USD 2,499 (approx. RM11,500) to USD 2,699 (approx. RM12,400). Apple also removed some lower‑end Mac Studio and Mac mini configurations, effectively raising the minimum spend. Looking ahead, the next major launch is expected to be the iPhone 18 lineup, along with a rumored foldable iPhone, both likely candidates to debut with higher prices as memory and storage requirements grow, especially for AI‑heavy features.

The widening Apple Tax: how much more could you pay?

The “Apple Tax” describes the premium Apple already charges over many rival phones, tablets, and laptops. As component prices rise, that gap is likely to widen. Other manufacturers are also paying more for memory, but Apple’s focus on higher‑end hardware and generous base storage means it is deeply exposed to DRAM and NAND costs. Apple has tried to delay passing these increases on, but Cook concedes the situation has become “unsustainable.” As future iPhones, MacBooks, and iPads launch, expect base models to start higher and upgrade tiers—especially for extra storage—to carry steeper premiums. At the same time, Apple’s removal of its cheapest Mac configurations shows how quietly that Apple Tax can grow without obvious headline changes. For many buyers, the choice will be between paying more for the same class of device or stepping down a tier or generation to save money.

When to buy Apple products before prices go up

With Apple signaling an unavoidable Apple price increase, timing your purchase matters more than usual. If you need a new iPhone, MacBook, or iPad within the next year, buying sooner is safer than waiting for the next generation. There is no firm date for the iPhone price hike, but Cook’s warning comes just months before Apple’s expected iPhone 18 launch, when new, more expensive models will set fresh price anchors for the lineup. Consider snapping up current‑generation devices while they are still on sale, especially during seasonal promotions or clearance events. If your existing device is working and you are comfortable waiting several years, you might hold off until after the memory chip shortage stabilises and prices settle. For everyone else, the answer to when to buy Apple products is simple: before the next wave of launches that will likely lock in higher pricing for years.