Apple CEO Tim Cook has publicly warned that upcoming Apple products, particularly the expected iPhone 18 lineup, may become more expensive due to a severe and ongoing increase in memory chip costs.

Speaking to The Wall Street Journal, Cook explained that Apple has been absorbing higher component expenses throughout 2026 in an effort to protect consumers from price increases.However, he stated that the situation has become unsustainable and that passing some of those costs on to customers is now unavoidable.

Although Cook did not specify exact products or pricing changes, the timing of his comments suggests that the iPhone 18 could be affected when it launches later this year.

Industry estimates cited in the report indicate that memory and storage components for the iPhone 18 Pro could cost Apple approximately $150 more per device than similar components used in the iPhone 17 Pro.

The shortage is reportedly being driven in part by growing demand from artificial intelligence companies, which are competing aggressively for memory supplies.Some analysts believe this could result in iPhone 18 prices increasing by as much as $200 compared with current models.

Cook's remarks also appear intended to counter recent reports suggesting Apple would maintain existing iPhone Pro pricing and continue absorbing higher manufacturing costs.

The announcement comes during a period of leadership transition at Apple, with Cook preparing to step down as CEO and John Ternus expected to assume the role in September.

By addressing the issue now, Cook may be preparing consumers and investors for pricing changes that could occur under the next generation of Apple leadership.