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

Apple raised Mac and iPad prices in June as memory costs surged, Tim Cook said on the Q3 2026 earnings call.

Cook warned memory cost pressure is likely to continue into the September quarter, though cheaper non-memory parts may help offset it.

He did not comment on iPhone price changes, but analysts say future iPhone models could still face higher prices.