Tim Cook's recent interview signaled imminent price increases from Apple due to rising RAM and SSD costs. Mark Gurman speculates these hikes are not tied to the upcoming back-to-school sale, suggesting a more immediate rollout. The author previously bet against RAM price increases on new MacBook Pros, believing Apple values pricing as part of its brand identity. They also believe Apple typically avoids mid-cycle price adjustments on existing products. However, the author acknowledges the unprecedented nature of the global RAM shortage. Cook's early warning is interpreted as an attempt to desensitize consumers to bad news before the fall iPhone launch. The author is less confident in their prediction this time, given the severe supply chain issues. Apple has not yet implemented price changes since Cook's interview. This delay suggests Apple might be waiting for new hardware releases to implement the price increases. It is also possible Apple is undecided on the timing, perhaps hoping the RAM shortage will not worsen significantly. The company might be bracing for further price hikes but aiming to hold out until September. Cook's vague timing might reflect this uncertainty.