So Mayo Tim Cook did like this interview with the Wall Street Journal yesterday.

And I think it's interesting for multiple perspectives.

So the big news is that he essentially confirmed that price increases are coming to Apple products at some point in the future for some product categories.

He didn't get specific.

He didn't say, oh, the MacBook Pro is going to get $200 more expensive.

The iPhone's going to get $100 more expensive.

He just said price increases are unavoidable because of the ongoing RAM supply shortages

and how that has driven up prices in that category so much.

His exact quote, I'll read it real quick, real quick was just, unfortunately, price

increases are unavoidable.

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.

I'm fascinated by Apple's decision and his decision to do this now.

Like they've hinted at it on the past few earnings calls at this point, but they've always

stopped short of saying, yes, we're going to have to increase prices.

But he made these comments to the journal yesterday without any timeline, without any details.

And I'm wondering, do you think that existing products are going to get more expensive?

Or do you think he's mainly referring to the full product line? Yeah, like he's laying the groundwork for when we announce the next iPhone, it'll be more. When we announce the next MacBook Pro, it'll be more. I can't get a read exactly on what he's saying here. Yeah, because it's between earnings calls, right? Yes. out of this to put out of this kind of warning, they could have waited until the August earnings call, right? But I think part of it is they want to get it out of the way, so there's less heat on the CEO transition. Yes. So Tim Cook's kind of like taking the sword on this one. And so don't blame the new CEO, John Turner, making it more expensive. Look, it's me. I'm doing it. And I mean, he goes pretty far in his comments in the WSJ interview. Like, I've never seen anything like it in any area in over 40 years. This commodity price swing is a hundred year flood. Like, he goes all out. Basically, saying, look, I'm a genius at operations. Apple's really good operations. We got loads of money. But even we can't, we're stuck at this point. We've done as multi-mitigation as we can. And now we're at the point where prices still spiking with no signs of recovery anytime soon. And we're just going to have to unavoidably pass costs down the line. He does reference, like, Apple is open to any solution, ready to use cash reserves to boost memory supply.

Obviously, more capacity is needed, is the quote that he said. So they're obviously, like, part of this interview, I think, is pander into the, like, politics, right?

Of, like, is there anything the government can intervene in it to help?

Could they give us some subsidies?

Could they relinquish some of the restrictions around sourcing memory from some countries?

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