Tim Cook Says Apple Price Increases Are 'Unavoidable' Due to Memory Costs

[gnesterenko]

Well, pass the cost then. People come and go… to Android. It has never been easier than now to find simple, cheap and functional smartphone that works just like any iPhone.

You think Android is going to somehow be immune from the memory shortage and price increases? LOL

 

[gnesterenko]

Why does Apple refuse to make their own RAM? Because then they cannot increase prices?

Apple owns a precious few fabs. I believe only the M5+ chips have a fab. And I don't believe it's even live yet, still to come and it'll be Intel's. Either way, it cannot be used to also make memory chips. Further, memory chips are a commodity type products. Not something Apple dabbles in. I believe their only actual production facility is for server assembly in TX, and even that is merely final assembly, not component manufacture.

 

[gemini2525]

$270 price increase makes me sick to think about, that’s crazy

That’s still lower than Valve increasing price of the Steam Deck by $300. Lol

 

[Populus]

"but I suspect that when something fails, you need to look it up in manuals, forums, and use the terminal"

Just like MacOS. Look up what you have to do to get an external drive to auto-mount on boot. If you've never noticed you have to be logged in before you plug in the external drive.

Your basic complaint is true, Linux really needs internet access so you can look up the odd stuff. Installing Broadcom wi-fi drivers can be a headache. Nvidia video cards are famously annoying. Samba is quite complex to set up, and screen sharing is incredibly difficult to get working on Linux.

All that said it's not like it's impossible. I've used Linux Mint on my desktop since 2019. It flies, it looks good, it's very stable. It has the apps I need. The current OS version is supported until 2029 and I'm quite certain the next version will run on my hardware as well. What more can I ask?

Asahi Linux does work on M1 and M2 Macs except for Thunderbolt which is rapidly going the way of Firewire 800. Apple is concealing technical information needed to boot M3 and M4 Macs for some reason that only Cook knows. Possibly because a Linux user isn't going to use Apple's services which is where the revenue is coming from at the moment. As I've said, I use Linux on my desktop. My server is a 2014 mini running the current Linux Mint as well. My shop has a 2012 Mini running Linux Mint MATE version. My phone is a Motorola. My laptop is an M1 MBA. I use no Apple services and no Apple subscriptions, so just maybe Tim fears me. 🙂

I’m interested. I also have a 2014 Mac mini running an outdated version of macOS 12. Do you think it would run better on Linux? Do you have it installed on the internal SSD or do you boot from an external drive?

It’s a pity Apple is not facilitating the installation of Linux on an M3 or M4 Mac… but like you said, it’s understandable, given that currently, services are an increasing source of revenue.

 

[Squidiey]

As far as the consumer is concerned, the prices of the games has not taken a significant impact. Games still cost $69.99 for standard. That could all change next week with GTA VI goes on pre-order on the 25th.

I'm talking about performance optimization

 

[Mackan]

Apple is an extremely consumer oriented company, so they can't just ditch all consumers like other companies that instead focus entirely on AI customers. I guess.

 

[HVDynamo]

We all knew that was coming eventually but the real question is when will they even get these products out the gate? Mac Studio really needs an update. I know October is the rumored time but its getting a bit out of hand.

Yeah, I really wish they would just release the studio. Even if it's backordered for a bit I'd like to get my order in the queue at least. I don't want to buy an M4 based machine this late in the cycle.

 

[ArtOfWarfare]

Unless you expect Apple to build a RAM fab just for themselves, including somehow jumping the line at ASML for the lithography machines and speed running what would be expected to be a decade or more of build out and production tuning I’m not sure what you think they can do?

This isnt a supply chain failure, there’s a genuine shortage of available RAM for consumer devices, Apple’s actually better positioned to deal with it than most of their competitors, but they’re not immune

The best time to plant a tree was yesterday. The next best time is today.

Apple has had an immense war chest for a long time now. They should have used it to be ready on all fronts that would take over a year. As RAM prices started spiking in the past year, they should have pulled the trigger so that they'd be producing RAM this year.

They've done some of this with compute the entire time. Similarly they've done wifi/cellular chips. They don't need to actually pull the trigger, but they should already have buildings ready for machinery to be installed, designs for what machinery is needed, designs for what they could build, and all of it should be continually revised. Have constant pilot production going but no need for them to see the light of day (although alternatively, why not? Have a random mix of a small portion of products made with purely your own parts in circulation... maybe... IDK, maybe that's too far because of warranty/supply chain complications). Every discussion with suppliers includes the threat that Apple could walk and be their own supplier. And if need be, they do it.

 

[danbuter]

I’m interested. I also have a 2014 Mac mini running an outdated version of macOS 12. Do you think it would run better on Linux? Do you have it installed on the internal SSD or do you boot from an external drive?

It’s a pity Apple is not facilitating the installation of Linux on an M3 or M4 Mac… but like you said, it’s understandable, given that currently, services are an increasing source of revenue.

Yes. 100% it will run better with linux. The only issue is if you use mac-specific programs, which won't work on linux.

 

[seek3r]

The best time to plant a tree was yesterday. The next best time is today.

Apple has had an immense war chest for a long time now. They should have used it to be ready on all fronts that would take over a year. As RAM prices started spiking in the past year, they should have pulled the trigger so that they'd be producing RAM this year.

They've done some of this with compute the entire time. Similarly they've done wifi/cellular chips. They don't need to actually pull the trigger, but they should already have buildings ready for machinery to be installed, designs for what machinery is needed, designs for what they could build, and all of it should be continually revised. Have constant pilot production going but no need for them to see the light of day (although alternatively, why not? Have a random mix of a small portion of products made with purely your own parts in circulation... maybe... IDK, maybe that's too far because of warranty/supply chain complications). Every discussion with suppliers includes the threat that Apple could walk and be their own supplier. And if need be, they do it.

I am, legitimately, unsure if you understand the cost, scale, and complexity of what you're talking about. Do you think there are so few players in this space because companies just ignore it?

Micron is building a new fab right now in clay NY, it's costing over $100B to *build* (and will likely end up costing significantly more than that), and it's hideously complicated. Even for Apple that's a lot of cash. And it's not in any way their core competency. Hell, finding enough engineers for this alone would cost a fortune right now. And there's a good chance that RAM prices crash if an AI bubble pops leaving Apple holding the bag and writing off *massive* losses.

 

[gnesterenko]

I am, legitimately, unsure if you understand the cost, scale, and complexity of what you're talking about. Do you think there are so few players in this space because companies just ignore it?

Micron is building a new fab right now in clay NY, it's costing over $100B to *build* (and will likely end up costing significantly more than that), and it's hideously complicated. Even for Apple that's a lot of cash. And it's not in any way their core competency. Hell, finding enough engineers for this alone would cost a fortune right now. And there's a good chance that RAM prices crash if an AI bubble pops leaving Apple holding the bag and writing off *massive* losses.

It's just a chip fab, Seek3r. How much could it cost? $5?!

 

[Nickerbocker]

This is the reason why I thought it was stupid that sites like this one were telling people to wait for the rumored OLED touchscreen MBP later this year. Sure wait, and also be prepared to pay this expected pricing markup.

 

[1ppl3]

You, as a consumer, can always tell when you're being screwed -- when some event causes prices to skyrocket but there is no real shortage. Gas prices -- anyone see a gas station with an "Out of Gas" sign? RAM and SSD -- has anyone seen Amazon constrained by "out of stock" on popular SSD and RAM upgrades? It's fake, and the manufacturers are laughing all the way to the bank.

Exactly, all stores have any ram you want and they can sell you as many as you can buy ))) like what are we talking about )))

 

[Happy_John]

I am, legitimately, unsure if you understand the cost, scale, and complexity of what you're talking about. Do you think there are so few players in this space because companies just ignore it?

Micron is building a new fab right now in clay NY, it's costing over $100B to *build* (and will likely end up costing significantly more than that), and it's hideously complicated. Even for Apple that's a lot of cash. And it's not in any way their core competency. Hell, finding enough engineers for this alone would cost a fortune right now. And there's a good chance that RAM prices crash if an AI bubble pops leaving Apple holding the bag and writing off *massive* losses.

Yes. And this is why Apple didn't go down the route of "we'll design and make our own chips, to have total control", and instead outsourced manufacturing of their designs.

If it were better to have their own manufacturing, Apple would have already done it. That they haven't is a good indicator that it was too costly and risky an option.

You can't refuse to accept delivery and refuse to pay for substandard components when you've made those substandard components in-house.

Like or hate ( it's MR, so most people hate ) their decisions, Apple didn't become as valuable as they are by making a lot of bad decisions. They've made a few, and those bad decisions are the ones that are focused on and obsessed about online, but, overall, their share price is an indicator of understanding the tech industry well.

 

[MusicEnthusiast]

I pulled the trigger on a new 13” M5 MacBook Air with 1 TB SSD and 24 GB RAM on sale at Micro Center for $125 off the edu price at Apple ($1274 total). I know there’s a back to school promo on the horizon but having the instant savings works just as well. It’s a shame prices are going to increase. There has to be some balance eventually after the AI bubble bursts.

 

[gummybear2026]

iPhone 18 Pro starting price point is likely $1,399.

 

[Happy_John]

iPhone 18 Pro starting price point is likely $1,399.

Depressingly, most buyers who buy through a 24 month carrier plan probably won't notice the price bump, as the extra cost will be indistinguishable from standard inflation.

I imagine this is something Apple might be counting on.

 

[Deasnutz]

• 2026 (March): $68.50 billion
• 2025: $54.69 billion
• 2024: $65.17 billion
• 2023: $61.56 billion
• 2022: $48.30 billion

Apple company cash on hand

 

[LFO8]

Remember what happened to groceries during the pandemic? Massive price increases across the board because “supply chain issues” etc etc.. but after the whole thing recovered prices didn’t come back down again obviously. In recent times more price increases across the board because “inflation correction” etc. We know how this story goes. They can’t help themselves. Nagging about inflation when they themselves are one of the primary causes.

And the. Companies nag because of the increase in wages of their personnel to keep up with the inflation they helped create.

Our economy worldwide is based on one giant flawed principle of ‘sustained growth’

There is a cost to that. A massive one. Recourses are not endless

 

[seek3r]

It's just a chip fab, Seek3r. How much could it cost? $5?!

So you’re saying

😛

 

[Happy_John]

Remember what happened to groceries during the pandemic? Massive price increases across the board because “supply chain issues” etc etc.. but after the whole thing recovered prices didn’t come back down again obviously. In recent times more price increases across the board because “inflation correction” etc. We know how this story goes. They can’t help themselves. Nagging about inflation when they themselves are one of the primary causes.

And the. Companies nag because of the increase in wages of their personnel to keep up with the inflation they helped create.

Our economy worldwide is based on one giant flawed principle of ‘sustained growth’

There is a cost to that. A massive one. Recourses are not endless

Yes, but that doesn't mean the "supply chain issues" weren't real.

It just means companies were opportunistic after the fact, and that it's human nature to quickly adapt and accept a price increase or any other negative change on their life as a "new normal".

Ens**tifcation is effective because, after a relatively short period of outrage and complaining, people mentally shrug their shoulders and accept higher prices for a worse product / service.

 

[Populus]

Yes. 100% it will run better with linux. The only issue is if you use mac-specific programs, which won't work on linux.

Yeah yeah, but do I need specific drivers after I install Linux on the internal SSD? And what if I regret the decision? I guess going back to macOS installation should be as easy as booting again from a macOS installation pen.

Okay, maybe I’ll try that this summer.

 

[Happy_John]

Yes. 100% it will run better with linux. The only issue is if you use mac-specific programs, which won't work on linux.

It's an intel x86x64 box, basically. It'll have the same issues on linux as a non-Apple x86x64 box with similar hardware.

 

[iluvcrap2000]

Mid range Android phones are getting memory and storage reductions:

RAM Crisis is Squeezing Mid-Range & Budget Phone Specs in 2026

The global RAM crisis is forcing smartphone makers to bring back plastic frames and hybrid SIM slots in 2026 and thus control costs.

www.androidheadlines.com

Many memory manufacturers have disappeared for building capacity that by the time it went online was not cost effective anymore due to oversupply. It’s more complicated than what you think.

Why take the chance? They could afford to lose a billion on a new plant, that's ALL THEIRS, They wouldn't have to worry about the future, whatever the industry does would be only affect other companies. Apple's lines would be secure from market needs, THEY would control the line. Now they are open to market instability.

 

[seek3r]

I’m interested. I also have a 2014 Mac mini running an outdated version of macOS 12. Do you think it would run better on Linux? Do you have it installed on the internal SSD or do you boot from an external drive?

It’ll run Linux quite well, I have a 2012 running debian as a controller for a number of things on my network, rock solid

OCLP would let you upgrade the version of MacOS to Sequoia pretty easily too if you’d rather stay on MacOS

It’s a pity Apple is not facilitating the installation of Linux on an M3 or M4 Mac… but like you said, it’s understandable, given that currently, services are an increasing source of revenue.

FWIW looks like Asahi Linux is making significant progress on M3 support