Apple customers may soon pay more for their favorite devices as the company faces soaring costs for memory and storage chips.
The tech giant's CEO, Tim Cook, told The Wall Street Journal that Apple has tried to absorb the increases but can no longer fully protect customers from higher prices. Cook did not say when prices would rise or which products would be affected.
"Unfortunately, price increases are unavoidable," Cook told the outlet. "We're doing our best to mitigate the huge increases that are being passed to us, and we've been trying to shield our customers from the increases, but the situation has become unsustainable."
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