Tim Cook has spoken on the matter. Not with every detail, not with precise dates or products, but he’s stated it: Apple cannot continue shouldering the memory-crisis costs alone: “We can’t do it all.” And that, coming from him, signals that price hikes are on the horizon. Moreover, the news doesn’t arrive in isolation. The industry’s most prolific Apple leaker asserts that increases will be “imminent.” So waiting could prove pricey.
We are in a strange moment for technology. The usual pattern is that prices gradually fall over time. But right now the opposite is happening. A 16 GB RAM module that cost €35 a year ago has surged to more than €236 this March.
The rise of artificial intelligence has spurred global demand for memory, manufacturers are focused on serving the large data-center market, and the consumer market is paying the price. Apple has held out longer than most, but the limit has now been reached. The question now is what we should do.
We’ve seen something similar before with the Mac mini, which in May stopped selling its most affordable 256 GB configuration. Technically, the price didn’t rise, but the cheapest available model moved from €719 to €969. It’s Apple’s way of raising prices without formally increasing them. And we’re likely to see more moves like this, or even more aggressive ones after Tim Cook’s “warning.”
How much could prices rise? The rumors point to:
- 100 to 200 euros on products like the iPhone Pro, the iPad Pro, or high-end Macs.
- On more affordable devices, such as the base iPhone or the Apple Watch, the impact would be smaller, perhaps around 50 euros.
- AirPods, which aren’t as dependent on RAM, could be spared.
All of this are projections based on leaks and Apple’s history; nothing official has been announced yet. But with the CEO speaking publicly, it’s worth doing the math.
iPhone: the most challenging to analyze
The iPhone is the hardest product to advise on right now because we’re only months away from September and the landscape is more complex than in recent years. In September we’ll see the iPhone 18 Pro, the 18 Pro Max, and a foldable model. The base iPhone won’t arrive until spring 2027. With that in mind, let’s go model by model.
Mac: buy now, without a doubt
The MacBook Neo is new, the MacBook Air is new, the MacBook Pro is new. All are equipped with the M5 chip. There won’t be a renewal for a long time, and prices can only go up. If you need a Mac laptop, this is clearly the moment.
With the iMac, the Mac mini, and the Mac Studio the situation is slightly different because they still carry the M4 chip. But the leap from M4 to M5 won’t be day and night; Macs endure for many years, and we’ve already seen what happened to the Mac mini when the 256 GB model disappeared. If you need it, buy it.
iPad: dependent on the model
The iPad presents a special case because not all of the lineup is at the same point in its lifecycle. The iPad Air and iPad Pro have been refreshed recently, but the base iPad and the iPad mini are due for an update this fall.
AirPods: shop with peace of mind
AirPods aren’t as RAM-dependent, so the impact of the crisis on their price should be smaller than for other products. Additionally, we’ve got a recently refreshed lineup with no planned updates for this year.
Apple Watch: wait a bit
The recommendation here is to wait, and even more so given the scrutiny that watchOS 27 has shown in terms of compatibility. Apple refreshes the Apple Watch processor every three generations. The Series 9, 10, and 11 share the same chip, and when that chip becomes obsolete, all three drop at once.
The Series 12 (which will arrive in September) will debut a new processor, meaning you’re looking at roughly three more years of updates. Although the Apple Watch might edge up in price (around 50–100 euros), those extra euros are worth it if you gain more years of guaranteed support.
Apple TV and HomePod: be patient
Both Apple TV and HomePod are due for a refresh. They are not urgent purchases for most people, but if you can wait, do so. The price shouldn’t change much and you’ll get a far more up-to-date device in return. We don’t recommend buying either unless you truly need them.
For years I’ve tracked the Apple market, and before writing for Applesfera I worked at an official distributor helping customers choose their devices. I’ve seen many refresh cycles and many purchasing decisions. But this time the situation is different because the world is upside down: technology that should become cheaper over time is now rising in price. No one knows exactly when or by how much Apple will raise prices, but Tim Cook has already warned.
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