'Price increases are unavoidable' says Tim Cook, proving even Apple isn't impervious to the global memory shortage

But the good times are no longer, and there’s no silver bullet to fix it all, unfortunately. Cook also told the WSJ that it won’t be trying to make its own memory and storage facilities: “We can’t do everything. We know what we’re good at.”

Maybe you can’t make more memory chips, but you could make systems with CAMM2 that could be upgraded after prices come down, so that it’s not a choice of buying an extremely-expensive computer now or a RAM-starved system now and then replacing it in a few years. You have the retail service locations deployed to actually do those upgrades.