# Apple’s outgoing CEO, Tim Cook, says price increases across its product line are now unavoidable, due to soaring memory and storage chip costs. The boom in artificial intelligence and the disruption in the global supply of helium, a gas crucial in making semiconductors due to the Middle East conflict, have driven up prices in memory chips. Cook told the Wall Street Journal that there is less supply at a time when consumers want devices. He says they have been trying to shield customers, but the situation has become unsustainable.
Apple to raise prices amid memory chip shortage