Tim Cook says Apple reluctantly raised Mac and iPad prices
Published On 31 Jul, 2026
“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’s pricing decisions are focused on protecting overall profit or product margins, Cook described the process as complex, involving numerous factors.
He explained that Apple considers units sold, revenue, and margins together before making any decisions, weighing each aspect carefully. According to Cook, the company does not rely on a single formula but takes a long-term view, focusing on long-term results rather than short-term results.
