California, June 18: Apple may be forced to raise prices across parts of its product lineup as escalating costs for memory and storage chips continue to pressure the technology giant's supply chain, Chief Executive Officer Tim Cook said in an interview with The Wall Street Journal . Describing the situation as "unsustainable," Cook said Apple has taken extensive measures to shield consumers from rising component costs but indicated that maintaining current pricing levels could become increasingly difficult. "We've done everything we can to absorb these increases and protect customers," Cook was quoted as saying.
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