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Apple Will Increase Prices, Cook Says, But Timeline Still Unclear

Forbes · Jun 18, 2026, 2:29 PM · Also reported by 3 other sources

Apple CEO Tim Cook told the Wall Street Journal the price crunch for memory and storage was creating an “unsustainable” situation for the company.

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CNET Apple's Tim Cook Says Price Increases Are 'Unavoidable' BBC Business Apple to raise prices due to memory chip costs Fast Company Memory shortage crisis: Apple CEO confirms higher prices are on the way; chip stocks keep soaring

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Apple Will Increase Prices, Cook Says, But Timeline Still Unclear

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