Episode 1030 · MacBreak Weekly (Audio)
MBW 1030: Impulse Pork Lo Mein - More Expensive Apple Products Down the Road?
24 Jun 2026 · 2 hr 29 min
Episode notes
Tim Cook signals that the company will likely raise its prices down the road due to the memory chip shortage. Apple's AirPods Pro 3 heart rate sensor is almost as accurate as the one in the Apple Watch. Still waiting to gain access to Siri AI? There's a shortcut to bypass it. And Apple's App Store is logging more data from you than most initially thought, per some security researchers. Apple to raise prices due to memory chip crunch, Tim Cook says. We did the math on why the iPhone 18 Pro could cost $1,299. Why Apple's war chest can't win the memory war. Apple's WebKit performance tax leaves…
Transcript
Read the transcript · about 510 words
Jun 24th 2026
AI-generated, human-reviewed.
Apple has publicly signaled that higher prices for iPhones and MacBooks—particularly flagship and “Ultra” models—are a strong possibility, but not a certainty. On MacBreak Weekly , the hosts analyzed Tim Cook’s recent statements, the global chip market, and what buyers should keep in mind as rumors of significant price increases swirl.
According to the MacBreak Weekly panel, Tim Cook’s exclusive interview with the Wall Street Journal was designed to prepare both investors and consumers for the real possibility of rising costs. The main factor is a worldwide shortage and cost spike in memory (RAM) and storage chips needed for AI-capable hardware. Apple, despite its financial strength, is locked in competition with tech giants like Nvidia and Samsung for limited supplies, and can no longer shield buyers from all increased component costs.
However, Apple has not made price increases official. Instead, the company is laying the groundwork so that, if hikes become necessary, the news won’t come as a shock to customers or markets.
The MacBreak Weekly team highlighted that leaked industry estimates suggest the iPhone 18 Pro could see increases of $200–$300, potentially pushing base prices to $1,299 or higher. Similarly, upcoming “Ultra” models, like the long-rumored MacBook Ultra and iPhone Ultra, could debut well above $2,000.
Panelists also noted that if memory and storage costs continue to rise, even entry-level and midrange Apple devices may be affected, especially since AI advances require more RAM as a baseline across the lineup.
According to Jason Snell and Andy Ihnatko, several factors could influence Apple’s decision:
Apple’s strong profit margins give it some flexibility—but protecting those margins, especially for flagship products, remains a top priority.
The MacBreak Weekly panel suggested that anyone considering a new Apple device in 2026 might want to buy sooner rather than later—if they can, and if an upgrade is needed. While price hikes are not guaranteed, current inventory and pricing may represent the low-water mark for the foreseeable future. Older Apple models and refurbished units could also become relatively more attractive if prices do rise.
However, for buyers who can wait and don’t need the latest specs, there’s still a chance prices will stabilize—especially if the global chip shortage eases.
Experts on the show explained that the market for cutting-edge memory and storage chips is being tested by unprecedented demand for AI and machine learning hardware. This has forced Apple to compete with other giants for limited fab capacity, ending its once-dominant buying advantage with suppliers like TSMC.
At the same time, geopolitical factors and U.S. trade restrictions on certain Chinese chip suppliers have further stressed supply—and Apple’s flexibility.
If Apple does raise prices, key impacts could include:
Apple’s next round of iPhones and MacBooks could carry higher price tags, but the ultimate decision is still in flux. Buyers should stay alert for further news and consider purchasing before the fall if avoiding possible increases is a priority. As always, the smartest move is to balance personal needs with market realities.
Subscribe for more Apple news and expert analysis: https://twit.tv/shows/macbreak-weekly/episodes/1030
Transcript supplied by the publisher with the episode.
MacBreak Weekly (Audio)
by TWiT · English · Tech & Science
MacBreak Weekly covers all things Apple: Leo, Andy Ihnatko, Jason Snell, and Christina Warren analyze every bit of news from the most interesting company in tech. From AI to Vision Pro, iPad to iPhone, these Apple experts know-all and tell-all. You can join Club TWiT for $10 per month and get…
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