Apple plans to raise prices across its product lineup due to rising memory chip costs driven by the AI boom, as CEO Tim Cook stated during Apple’s Q2 2026 earnings call. Memory costs for both DRAM and NAND are climbing significantly, with prices reportedly surging 10-25% or more year-over-year, driven almost entirely by AI server buildouts. Apple’s long-term DRAM supply agreements with Samsung and SK Hynix are set to expire around January 2026, and new negotiations will come with higher price tags. Cook flagged rising cost pressures during Apple’s Q4 2025 and Q1 2026 earnings calls, noting gross margins were already taking minor hits. Reports indicate that 2026 MacBook models have already seen price increases ranging from $100 to $400, linked directly to component cost pressures. New iPhone, Mac, and other device launches in 2026 are all potentially carrying higher price tags. The June quarter could see meaningful margin pressure before pricing adjustments take effect.