Apple has hinted it may raise product prices due to a memory shortage, and speculation has emerged that the timing could be brought forward to before the launch of a new iPhone.

IT outlet 9to5Mac reported on June 22 that Apple recently said it needs to raise prices for its products, but did not disclose the size of the increase or when it would take effect.

The speculation stems from comments by Apple CEO Tim Cook (팀 쿡). In a Wall Street Journal interview, he said the memory shortage has made price increases necessary. Because it is unusual for Apple to flag the possibility in advance, some in the market interpreted this as a sign the increase may not be small.

Some initially suggested Apple could adjust prices alongside the launch of the iPhone 18 Pro in September. This was seen as a step to signal a price increase before a new product unveiling to reduce the burden on consumers and the market. Bloomberg's Mark Gurman said the price increase could come earlier than September. He added that this was not a judgment based on internal information, but concerns among consumers are growing.

Profitability is being cited first as a possible backdrop. Apple has been seen as a company that has strongly defended high margins. If the memory shortage is raising costs, Apple could adjust prices early to make up for it. Some also interpret Apple's history of maintaining high margins as suggesting profitability may now be under pressure.

The schedule for a management change is also being mentioned as a variable. If John Ternus takes office as Apple CEO in September, having a price increase as one of his first major announcements soon after taking the role could be a burden for the new leadership.

The earnings schedule is another point drawing market attention. Apple is set to report third-quarter results next month. As analysis emerges that Apple may seek to avoid a situation in which a price increase, concerns about slowing results and a management transition coincide, speculation is gaining ground that a price increase could be applied earlier than expected.

Still, the outlook is not based on Apple's official schedule or a specific price list. Apple has not yet disclosed the size of any increase, the products affected or the implementation date. For now, the only confirmed points are the possibility of a price increase and the memory shortage as the backdrop, and whether any adjustment will come before September is expected to hinge on further Apple announcements.