> We have never seen a component price increase this much, this quickly. We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for iPad and Mac. We know this is not welcome news, and we are working tirelessly to find solutions.

In other words, we have to protect our billions of cash from burning.

They could keep the prices down, but then again for these C-suites everything should go up, right? Who cares if the market is “ready” for price jumps? Who cares when HDD, memory manufactures prioritize Sam Atmans? Heck, half-made, buggy games now starts at $80 price point.

It’s unfortunately billionaires’ world.

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ElProlactin 13 hours ago | parent [-]

Apple has never been a charity.

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nalekberov 13 hours ago | parent [-]

Who said that? It was Apple, who sold their iPhones at astronomic margins, created walled gardens. There could be other solutions to this problem - one being, signing exclusive deals with vendors.

	▲	foldr 13 hours ago \| parent \| next [-]
		>There could be other solutions to this problem - one being, signing exclusive deals with vendors. Apple won't get an exclusive deal to buy RAM for far less than the going rate.
	▲	wat10000 13 hours ago \| parent \| prev [-]
		Why would they set prices at anything other than the level which maximizes profit? I'm sure they're doing everything they can to cut their costs as well. That means even more profit. Lower costs only translates into lower prices if that results in more profit overall.