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 Apple didn't want to raise its prices but was forced to do so because of exponential increases in memory costs, Apple CEO Tim Cook said today during the company's Q3 2026 earnings call. Apple increased prices for Macs and iPads in June because memory prices have surged.
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 Apple is expecting supply constraints to have a much bigger impact on revenue during the September quarter, Apple CEO Tim Cook said today during Apple's earnings call for the third quarter of 2026.
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