Apple warns of memory chip price surge
The gist
Apple CEO John Ternus called the memory price surge "unprecedented" and said costs will keep climbing past December.
Apple's margin outlook is slipping, and Mac and iPad shipments may be constrained.
How it unfolded
- Jun 18, 2026Then-CEO Tim Cook told the Wall Street Journal that price increases were "unavoidable" and the memory chip situation had become "unsustainable."
- Jun 26, 2026Apple raised prices across its Macs and iPads, with many popular models up 20 percent or more, blaming soaring memory chip costs.
- Jun 27, 2026Jefferies Equity Research said memory prices were expected to rise 40-50% in Q3 2026 and another 30-40% in Q4 2026.