How the AI Boom May Force Apple to Increase iPhone Prices

Tim Cook Just Told Wall Street the Quiet Part Out Loud For years, Apple has treated price increases as something to avoid mentioning until the moment a new device actually goes on sale. That changed on June 17, 2026, when outgoing CEO Tim Cook sat down with The Wall Street Journal and said, plainly, that price increases are now unavoidable. He used the word unsustainable to describe what memory chip costs have done to Apple's margins, and he made clear the company has been absorbing those costs...