What Apple’s Price Increases Mean and Why They Are Coming
Apple’s latest price increases are a response to a global memory chip shortage and storage chip crisis that have pushed component costs so high that the company can no longer absorb them, forcing an Apple price increase across major product lines. In an interview with The Wall Street Journal, CEO Tim Cook said “price increases are unavoidable” as memory and storage suppliers pass on “huge increases” to device makers. Apple has long tried to shield buyers, but Cook called the current situation “unsustainable.” Memory and storage are now some of the most expensive parts in modern phones and computers, and devices built around AI features are especially affected. Apple’s shift signals that the memory chip shortage has moved from a behind-the-scenes supply issue to something consumers will feel directly in their wallets.
Inside the Memory Chip Shortage and Storage Chip Crisis
The memory chip shortage hitting Apple is driven by heavy demand from AI companies that are buying vast amounts of DRAM and NAND flash for data centers. As a result, there is a storage chip crisis for consumer devices. ZDNET reports that the three dominant memory makers — Samsung Electronics, SK Hynix, and Micron Technology — are focusing limited capacity on higher-margin enterprise components, leaving fewer chips for phones and laptops. Companies such as Dell, HP, Lenovo, and Samsung have already raised hardware prices as they compete for remaining supply. Apple typically secures memory a year or two ahead, but those stockpiles are now being replenished at far higher prices. Cook says there is “less supply at a time when consumers want devices,” and that memory pricing needs to “return to reasonable levels for consumer products.”
How Much More the iPhone 18 Pro Could Cost
For many buyers, the biggest question is the iPhone 18 Pro cost. Analysts cited by both PCMag and ZDNET estimate that the starting price of the iPhone 18 Pro could rise by USD 200 (approx. RM920) compared with the current Pro model. That would push the base iPhone 18 Pro from USD 1,099 (approx. RM5,060) for the iPhone 17 Pro to around USD 1,299 (approx. RM5,980). TechInsights estimates Apple’s total cost for iPhone 17 Pro parts and manufacturing at USD 582 (approx. RM2,680), potentially jumping 25% to USD 726 (approx. RM3,340) for the iPhone 18 Pro as DRAM and storage prices rise. To preserve an estimated profit margin near 47%, TechInsights projects Apple might need to charge at least USD 1,399 (approx. RM6,440), though any final iPhone 18 Pro cost will only be confirmed at launch.
Macs and iPads Will Feel the Apple Price Increase First
While attention is on the iPhone 18 Pro cost, the first clear Apple price increase has already appeared on the Mac mini. According to ZDNET, the base Mac mini previously started at USD 599 (approx. RM2,760) with an M4 chip, 16GB of RAM, and 256GB of storage. Apple has now removed the 256GB configuration and set the least expensive model at USD 799 (approx. RM3,680) with 512GB of storage. PCMag and The Wall Street Journal expect Macs and iPads to see broader price hikes before new iPhones arrive, as Apple rebalances product lines around higher memory costs. Since memory remains the most expensive upgrade on many Macs, buyers will need to think more carefully about how much RAM and storage they choose, because moving up even one tier could add a noticeable premium in this environment.
What Consumers Should Do Before the Next Wave of Price Hikes
For anyone planning a hardware upgrade, the storage chip crisis means timing and configuration matter more than before. If you were already eyeing a Mac or iPad, both PCMag and ZDNET suggest buying sooner rather than later, as these categories are expected to feel Apple price increases ahead of the next iPhone cycle. For phones, understand that an iPhone 18 Pro cost jump of around USD 200 (approx. RM920) is plausible if current component pricing holds. Consider whether you truly need Pro-level camera and AI features, or if a non-Pro iPhone or existing model meets your needs. Since memory upgrades are under the most pressure, be realistic about how much storage and RAM you will use over the next several years, and avoid over-buying options you will not fully exploit.
