Apple Prepares Product Price Increase, What’s the Reason?
In the technology world, Apple is known as one of the companies that can withstand various crises, including the global memory crisis. However, it seems this situation will soon change. Apple CEO Tim Cook, in an interview with the Wall Street Journal, revealed that a price increase for Apple products is unavoidable amid the surge in memory and storage prices.
Cook explained that although Apple has tried to shield its consumers from the impact of rising prices, the current market conditions have become unsustainable. "Unfortunately, price increases are unavoidable," Cook said, as reported by 9to5Mac. This indicates that consumers may need to prepare for higher prices for Apple products in the future.
Impact of Price Increase on Various Products
Although Cook did not specify which products would be affected, many speculate that the iPhone 18 Pro and iPhone 18 Pro Max, scheduled to launch in September, will likely see a price increase. Additionally, other products such as iPad, Mac, Apple Watch, and Apple Vision Pro are also expected to be affected by this price hike, especially those using memory chips (DRAM) and storage (NAND).
Apple must adjust the DRAM capacity in its devices to support various new features, including artificial intelligence (AI). "Supply is decreasing while consumers want devices and memory manufacturers are drastically raising prices," Cook revealed. This indicates a growing imbalance between demand and supply.
Analysis of iPhone 18 Pro Price Increase
According to the Wall Street Journal report, Apple needs to substantially raise product prices to maintain existing profit margins. Research firm TechInsights estimates that the iPhone 18 Pro must be sold at about USD 270 higher to preserve current profit margins.
Memory chip manufacturers such as Samsung, SK Hynix, and Micron are working to increase production capacity. However, most of this increase is aimed at meeting the needs of server chips in AI data centers, while demand for consumer devices continues to rise. Cook compared the current memory crisis affecting the industry to a once-in-a-century flood event. "I have never seen anything like this in any area in over 40 years," Cook emphasized.
Other Tech Companies Also Facing the Crisis
Apple is not the only tech company warning about possible product price increases due to the memory crisis. Several other tech giants, including Samsung, HP, Microsoft, Nintendo, and Valve, have also discussed the impact of soaring RAM costs and demand in recent months.
Price increases for electronic products are indeed a common issue faced by consumers. With the surge in memory and storage prices, it is hoped the market will soon stabilize so consumers do not have to pay more to get the devices they want. However, for now, Apple fans should prepare for possible price changes in the near future.
Source: https://inet.detik.com/consumer/d-8536821/harga-produk-apple-akan-naik-termasuk-iphone-18
