Apple CEO Tim Cook has given the company’s legion of fans the bad news: your next iPhone or Mac will be more expensive due to spiking memory prices across the board. Now, every prospective iPhone 18 buyer has to ask themselves whether Apple Intelligence is worth an extra $200—potentially more?
The outgoing Apple figurehead told The Wall Street Journal in an interview posted late Wednesday that, despite his best efforts to keep RAM prices from hitting consumers, “the situation has become unsustainable.” In other words, Apple’s margins will no longer make sense if it maintains its current prices. Just how much will the next iPhone 18 Pro cost? The Wall Street Journal suggested that the price tag will be close to $1,300. That’s $200 more than an iPhone 17 Pro. But let’s get one thing straight: only Apple determines the next price of your devices. It will have to balance user expectations with its own bottom line. “There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” Cook told the publication, adding that Apple would need to see memory prices come down before consumer electronics can again return to the realms of affordability.
