Cover image via Follow us on Instagram, TikTok, and WhatsApp for the latest stories and breaking news.
If you are eyeing a new Apple device, you may want to brace your bank account
In a recent interview with The Wall Street Journal (WSJ), outgoing Apple chief executive officer Tim Cook warned that future Macs, iPhones, and iPads could face inevitable price hikes.
Cook told the publication that price increases were "unavoidable", describing the current situation as "unsustainable".
The pressure is being driven in part by a global memory chip shortage, dubbed 'RAMageddon', fuelled by the tech industry's growing demand for artificial intelligence (AI) hardware.
While Cook did not specify which models would be hit first, memory supply experts said the upcoming iPhone launch this September is a likely candidate
Meanwhile, incoming CEO John Ternus echoed similar concerns about the escalating pressure on supply chains.
Market analysis by research firm TechInsights suggested Apple would need to add another USD270 (RM1,104) to the price tag of its upcoming iPhone Pro model just to preserve its profit margins.
For context, the current iPhone 17 Pro starts at RM5,499 in Malaysia.
AI has not been an easy win for the tech giant, which recently paid a USD250 million (RM1.02 billion) settlement to resolve a false advertising lawsuit over unfulfilled AI features
Although the recent Worldwide Developers Conference (WWDC) showcased a heavily upgraded Siri, running these complex models locally on devices demands significantly more physical memory.
Ultimately, it appears consumers may end up funding Apple's AI ambitions.
