While price increases didn't worry the investors at JP Morgan, ongoing supply chain constraints will have a short-term impact, and thus their new price target is $340. Apple's record-breaking quarter wasn't enough to keep investors from worrying It's been a bumpy few months for Apple thanks to RAM shortages , price increases , and supply constraints. Investors expect that these problems will continue through December even if Apple finds ways to counteract their effects. In a note seen by AppleInsider , JP Morgan shares that it believes high demand for products like the iPhone 17 and MacBook Neo has helped maintain momentum in the product cycle. Siri AI's impending launch will also help drive demand going into Q4 2026. Continue Reading on AppleInsider | Discuss on our Forums
Apple didn't want to raise its prices but was forced to do so because of exponential increases in memory costs, Apple CEO Tim Cook said today during the company's Q3 2026 earnings call. Apple increased prices for Macs and iPads in June because memory prices have surged. On the pricing front, you know, we reluctantly raised prices. I would say we did it because we're in what I would characterize as a 100-year flood on memory pricing with exponential increases in memory prices, so that was the rationale for it. When asked whether Apple is aiming to protect gross profit dollars or product gross margins when considering pricing increases, Cook said it's multifactorial. In terms of our philosophy on dollars or percentages, we look at units, revenue, and margin, and then come to a business judgment as to how to handle that, and so it's not a mathematical formula that gets us to a specific result, or just looking at one dimension of that. We look at all three dimensions and think about it over the long term instead of, you know, a 90-day clock. Cook did not comment on whether Apple plans to raise iPhone prices when the iPhone 18 Pro models and first foldable launch this September, but multiple analysts believe prices will go up. Cook said Apple is expecting to pay higher memory costs in the September quarter, though Apple will be able to partially offset it with lower costs on some non-memory components and a stockpile of inventory. Tags: Earnings , Tim Cook This article, " Tim Cook: Apple 'Reluctantly Raised Prices' Due to '100-Year Flood on Memory Pricing' " first appeared on MacRumors.com Discuss this article in our forums
