The story that Apple may raise iPhone prices because of AI is not really a phone story. It is a memory-chip story, and that should get your attention whether you build software in Colombo or just want to buy a laptop that lasts. According to TechCrunch, Apple CEO Tim Cook described the current situation as "unsustainable" in a recent interview.
When the most cash-rich hardware company on earth says the component math no longer works, the rest of us should read the rest of the bill before it lands.
🔍 Why the AI boom shows up on a phone price tag
The unintuitive part is that Apple does not need to ship a single new AI feature to feel this. The AI build-out runs on the same memory that goes into phones, laptops, and consoles. Data centres buying memory by the truckload pull supply away from everyone else, and prices climb for the leftover stock.
So the chain looks like this:
- AI companies buy enormous amounts of high-end memory for training and inference.
- Memory makers prioritise that demand because the margins are better.
- Consumer-device makers like Apple pay more for the same parts they always bought.
- Some of that cost reaches the buyer.
Key takeaway: The AI boom is not just a software cost. It is bidding up the physical parts inside ordinary devices, and that pressure flows downstream to anyone who buys hardware.
💰 What "unsustainable" looks like by the time it reaches Sri Lanka
A global component squeeze never arrives here at face value. A price bump that looks small in the US gets multiplied by the cost of getting the device into the country and onto a shelf.
| Cost layer | Who adds it | Effect on the final price |
|---|---|---|
| Higher memory cost | Component makers | Baseline goes up for everyone |
| Manufacturer margin | Apple and rivals | Bump preserved, not absorbed |
| Import duty + taxes | Local landed cost | Multiplies the bump |
| Forex on the rupee | Exchange rate | Adds another layer |
| Retailer margin | Local seller | Final shelf price |
I am not quoting a figure here because the source does not give one, and inventing a percentage would be worse than useless. The point is structural: a modest factory-gate increase is rarely modest by the time it clears customs and gets priced in rupees. If you were already stretching for a flagship phone or a 16GB laptop, this is the year to expect the goalposts to move.
⚡ The lesson for builders: buy less hardware, rent more compute
Here is where this stops being news and becomes a decision. If memory is the bottleneck, the smart move for a small team or a student is to avoid owning the expensive part wherever you can.
- Do not over-spec your dev machine "for AI." A maxed-out RAM config is exactly the part getting more expensive. Buy what your current work needs, not a forecast.
- Lean on free tiers and rented compute for the heavy stuff. Training and large-model inference belong in someone else's data centre, where the per-hour cost is shared.
- Self-host only when the math beats renting. That calculation just shifted, because the hardware you would buy to self-host is the thing inflating.
Before you commit money to your own GPU box, run the comparison honestly. Our AI self-hosting cost calculator lets you put the upfront hardware spend against a cloud bill over time, and a memory squeeze pushes that break-even point further out than most people assume.
If the part you would buy is the part getting scarce, renting it by the hour is not a compromise. It is the rational call until supply loosens.
🛠️ A simple framework for your next hardware decision
When component prices are moving against you, the worst thing to do is freeze. The second worst is to panic-buy. Here is the order I would think through it.
| Question | If yes | If no |
|---|---|---|
| Can a free or cheap cloud tier do this job? | Use it, own nothing | Move to next question |
| Will I run this workload daily for a year+? | Self-hosting may pay off | Rent per hour |
| Is the device's memory the limiting part? | Expect price pressure, time the buy | Buy on normal cycle |
| Can I extend my current machine's life? | Do that first | Replace deliberately |
Most builders here will land on "use the cloud tier and keep the old machine running another year." That is not a downgrade. It is matching your spend to a market that has temporarily turned against hardware buyers.
🌐 The bigger pattern worth watching
There is a quieter signal in Cook's word choice. "Unsustainable" is not a complaint about one quarter. It is a statement that the current trade-off cannot continue as-is, which means something has to give: prices rise, supply expands, or AI demand cools. All three are slow.
For the rest of us, that means the squeeze is not a one-week headline. Treat elevated memory prices as the baseline for the next while, not a blip to wait out.
Bottom line: When a company with Apple's buying power calls its component costs unsustainable, smaller buyers should assume the pressure on them is worse, and plan spending around it.
What this means for you
If you are buying a phone or laptop this year, expect the AI hardware boom to be quietly baked into the price, and expect the rupee version of that increase to be larger than the headline. Time non-urgent purchases, and do not pay a premium for memory you will not use soon.
If you are building, the move is the same one that has always served small teams well, just with sharper edges now: own as little of the expensive hardware as you can, push the heavy compute to shared infrastructure, and only buy your own box when the numbers clearly beat renting. Run that break-even before you spend, because the AI boom just changed the inputs.
Apple can absorb a bad year. Most of us are better off planning around it.
