Apple Is Going to Raise Device Prices – But When?

Apple CEO Tim Cook warned in a recent Wall Street Journal interview that the company will raise device prices due to steep increases in RAM and SSD costs, though the timing remains unclear. Analyst Mark Gurman suggests price hikes are imminent and could coincide with Apple's back-to-school sales, but columnist John Gruber believes Apple is more likely waiting until fall 2026 to implement increases alongside new iPhone and folding device launches to avoid mid-cycle price raises that would damage brand perception. The delay since Cook's warning suggests Apple may be holding off until new hardware announcements rather than raising prices on existing products immediately.