Apple's outgoing CEO Tim Cook has warned that price hikes for Macs, iPhones and iPads are "unavoidable" due to soaring memory chip costs. The increase, which could see the iPhone Pro’s price jump by $270 to maintain profit margins, comes amid a global shortage of memory chips driven by AI's insatiable appetite.

While Apple is under pressure to develop its own AI strategy, this latest development may force it to raise prices on popular devices. Incoming CEO John Ternus has also sounded the alarm, suggesting that these higher costs could impact future business results.

The iPhone appears almost certain to be affected, with speculation that the next model due out in September might see price increases. Apple sells other memory- and storage-intensive products such as the Apple Watch, Mac, iPad, and Vision Pro, all of which may also see cost hikes.

RAMageddon has not yet proven a boon to Apple; it faces pressure to deliver on promises of AI features, culminating in a $250 million settlement over false advertising. This latest issue could force consumers to pay more for their tech, potentially heralding an era where every technological advancement comes with a hefty price tag.

More on-device processing required by AI may mean even greater memory demands, destined to make every product more expensive. If Apple fails to find solutions, other tech giants might face similar challenges in the coming years.