Apple Inc. plans to raise prices on its products to offset a sharp increase in costs for memory chips and storage modules, CEO Tim Cook said in an interview with The Wall Street Journal.

“Unfortunately, price increases are inevitable. We are doing everything we can to mitigate the huge cost increases that have hit us and are trying to protect our customers from this increase, but the situation has become unsustainable,” Cook said.

The CEO did not specify which products would be affected or when the price hike would take effect. Cook noted that the main problem for the company is the cost of memory and storage, especially DRAM, which is also used in AI servers.

“Supply is shrinking at a time when consumers want devices, and memory manufacturers are passing huge prices on to consumers. We definitely need memory prices and supply to return to reasonable levels for consumer goods. That’s the main thing,” the Apple chief emphasized.

On June 8, Apple unveiled a new version of its operating system — iOS 27. The key innovation is a deeply redesigned AI assistant Siri, featuring significantly enhanced intelligence and expanded functionality. The update is available for iPhone users starting from the 11 series, as well as for users of other Apple ecosystem devices. The advanced AI-powered Siri capabilities are supported on iPhone 16 and later, iPhone 15 Pro, iPad mini with A17 Pro chip, iPad with M1 chip and later, Mac with M1 chip and later, Apple Vision Pro, and Apple Watch Series 10 and later when paired with a compatible iPhone.

On the same day, Apple’s senior vice president of software engineering, Craig Federighi, noted that some companies, in pursuit of technological progress in AI, forget about the people for whom these technologies are created.

Source: kun.uz