Apple CEO Tim Cook says price increases are unavoidable, according to a Wall Street Journal interview. Multiple outlets report that Cook frames the decision as a response to underlying cost pressures rather than a matter of choice. The reporting indicates that Apple plans to raise prices not only for iPhones but also for other products, including Mac and iPad models. Both sources characterize Cook’s comments as a direct explanation for forthcoming higher pricing, emphasizing that Apple expects price adjustments to be necessary. While the articles focus on Cook’s statement, they do not provide detailed figures in the supplied excerpts, such as the exact magnitude of the increases or the timing of the price changes. Overall, the accounts agree that Cook publicly acknowledges price increases as an unavoidable outcome for Apple’s consumer hardware lineup, citing the broader economic factors affecting pricing.