In what might be the most unsurprising news of the week, Apple has heavily implied that its hardware is going to get more expensive. Amidst the ongoing memory shortage that has hit virtually every sphere of the tech industry and has seen hardware costs spike dramatically upward, Apple CEO Tim Cook described potential price increases as being “unavoidable.”
“Unfortunately, price increases are unavoidable. We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable,” Cook said to The Wall Street Journal. “There’s less supply at a time when consumers want devices, and the memory guys are passing along huge price increases. We definitely need memory pricing and supply to return to reasonable levels for consumer products.”
