Tim Cook: Apple 'Reluctantly Raised Prices' Due to '100-Year Flood on Memory Pricing'

Apple didn't privation to rise its prices but was forced to bash truthful due to the fact that of exponential increases successful representation costs, Apple CEO Tim Cook said contiguous during the company's Q3 2026 net call. Apple accrued prices for Macs and iPads successful June due to the fact that representation prices person surged.


On the pricing front, you know, we reluctantly raised prices. I would accidental we did it due to the fact that we're successful what I would qualify arsenic a 100-year flood connected representation pricing with exponential increases successful representation prices, truthful that was the rationale for it.
When asked whether Apple is aiming to support gross nett dollars oregon merchandise gross margins erstwhile considering pricing increases, Cook said it's multifactorial.
In presumption of our doctrine connected dollars oregon percentages, we look astatine units, revenue, and margin, and past travel to a concern judgement arsenic to however to grip that, and truthful it's not a mathematical look that gets america to a circumstantial result, oregon conscionable looking astatine 1 magnitude of that. We look astatine each 3 dimensions and deliberation astir it implicit the agelong word alternatively of, you know, a 90-day clock.
Cook did not remark connected whether Apple plans to rise iPhone prices erstwhile the iPhone 18 Pro models and archetypal foldable motorboat this September, but aggregate analysts judge prices volition spell up.

Cook said Apple is expecting to wage higher representation costs successful the September quarter, though Apple volition beryllium capable to partially offset it with little costs connected immoderate non-memory components and a stockpile of inventory.
This article, "Tim Cook: Apple 'Reluctantly Raised Prices' Due to '100-Year Flood connected Memory Pricing'" archetypal appeared connected MacRumors.com

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