Apple's CEO, Tim Cook, has indicated that the company intends to raise the prices of its products. This decision is prompted by a substantial surge in the cost of memory chips, largely fueled by the burgeoning demand for AI technology. Cook emphasized that the current cost structure is untenable, making price hikes an unavoidable necessity. Bloomberg's seasoned reporter, Mark Gurman, has disclosed that Apple's price adjustments are set to take effect in the near future, rather than being deferred until autumn. Meanwhile, with Apple's back-to-school promotional campaign on the horizon, strategically combining these price increases with promotional offers could help mitigate the impact of the rising costs on consumers. According to estimates from research firm TechInsights, to preserve its profit margins, Apple may set the starting price of its next-generation iPhone 18 Pro at $1,299 (approximately RMB 8,819).