No Surprise. Apple Raises Prices Due To Memory Woes

Don’t be surprised. Don’t be shocked. Apple is raising prices. Outgoing CEO Tim Cook said a week ago that Apple couldn’t withstand the price pressure brought on by memory chip shortages, likening it a 100 year flood. Put on your waders John Ternus. Translating that a bit, what Cook was saying is that Apple doesn’t want to cut into its historic profit margins. Bloomberg has the report. You’ll see lots of screaming, hair pulling, and much gnashing of teeth about this in the next few days. But again, this shouldn’t come as a surprise given all we’ve heard for so long about the pressures AI is putting on the chip business. Just remember, every time you’ve talked to that chatbot, you’ve helped make this happen. Even Apple’s latest big hardware success story, the MacBook Neo, originally priced at $599 is going up to $699. That has to sting. But so too will the sting for price increases for iPads and Macs. Here’s a list of what’s more expensive. MacBook Neo entry $599 increasing to $699…