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Tim Cook has spent more than four decades inside the global electronics supply chain.
From IBM to Compaq to Apple, he has lived through shortages, cost spikes, shipping chaos and economic shocks.
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But according to the Apple CEO, this one is different.
“This is a hundred-year flood,” Cook told The Wall Street Journal (1) in an exclusive interview. “I’ve never seen anything like it in any area in over 40 years.”
The warning came as Apple prepares to raise prices on its products to offset surging costs for memory and storage chips used in iPhones, Macs, iPads and other devices.
“Unfortunately, price increases are unavoidable,” Cook said. “We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable.”
Cook declined to say exactly when the increases will hit, how large they will be or which Apple products will be affected. But the company’s next major launch is expected in September, when Apple is likely to unveil the iPhone 18 lineup.
Chips used for memory and storage power everything from phones and laptops to gaming systems, medical devices and cars. When their prices surge, the pain can ripple across large parts of the economy.
And Apple is not some small player caught off guard. It is one of the richest and most powerful companies in the world, with deep supplier relationships and years of experience using its scale to negotiate better prices.
Yet even Apple says it can no longer fully absorb the cost shock. The rapid buildout of AI servers has intensified competition for the same key chips used in consumer devices, leaving even one of the world’s richest and most powerful companies struggling to secure supply at reasonable prices.
The Wall Street Journal reported that prices for memory and storage chips have quadrupled since last year as demand surged.
For consumers, the math could be painful. TechInsights estimates that if Apple passes on the higher costs while protecting its margins, the next iPhone Pro model could cost roughly $270 more.
And Apple isn’t alone.
Other major device makers, including Hewlett-Packard, Dell and Nintendo, have already raised prices. Morgan Stanley estimates smartphone and PC prices in the U.S. could rise 15% this year.
For investors, Cook’s warning carries an even bigger message: Inflation is not just a headline number. It is a force that moves through supply chains, squeezes companies, raises prices and quietly erodes the value of money.
Your paycheck may stay the same. Your bank balance may look unchanged. But the cost of maintaining your lifestyle can keep climbing.
That is the broader risk for Americans.
And you do not need a “hundred-year flood” to see it. According to the Federal Reserve Bank of Minneapolis (2), $100 in 2026 has the same purchasing power as just $11.74 did in 1970.
That’s right. $100 became less than $12. Cook’s flood, coupled with this steady pressure, might just wash many out to sea.
That’s why Americans are looking beyond cash and traditional savings when thinking about how to protect their purchasing power.
Here’s a look at three time-tested strategies.
Own something the Fed can’t print
When it comes to preserving wealth and fighting inflation, few assets have stood the test of time like gold.
Its appeal is simple: unlike fiat currencies, the yellow metal can’t be printed at will by central banks. This inherently limited supply can help it store value.
Gold is also considered the ultimate safe haven. It’s not tied to any one country, currency or economy, and in times of economic turmoil or geopolitical uncertainty, investors often flock to it — driving prices higher.
Ray Dalio, founder of the world’s largest hedge fund, Bridgewater Associates, has repeatedly highlighted gold’s role in a resilient portfolio.
“People don’t have, typically, an adequate amount of gold in their portfolio,” Dalio told CNBC last year. “When bad times come, gold is a very effective diversifier.”
Over the past five years, as inflation continued to chip away at the purchasing power of the dollar, gold has climbed 133%.
Other prominent voices see further potential. JPMorgan CEO Jamie Dimon has said that in this environment, gold can “easily” rise to $10,000 an ounce.
One way to invest in gold that can also provide significant tax advantages is to open a gold IRA with the help of Goldco.
Gold IRAs allow investors to hold physical gold or gold-related assets within a retirement account, thereby combining the tax advantages of an IRA with the protective benefits of investing in gold, making it a compelling potential option for those wanting to ensure their retirement funds are diversified during rough economic times.
Goldco offers free shipping and access to a library of retirement resources. Plus, the company will match up to 10% of qualified purchases in free silver.
If you’re curious whether this is the right investment to diversify your portfolio, you can download your free gold and silver information guide today.
An income-producing inflation shield
Gold isn’t the only asset investors turn to during inflationary times. Real estate has also proven to be a powerful hedge.
When inflation rises, property values often increase as well, reflecting the higher costs of materials, labor and land. At the same time, rental income tends to go up, providing landlords with a revenue stream that adjusts for inflation.
Over the past ten years, the S&P Cotality Case-Shiller U.S. National Home Price NSA Index (3) has jumped by 87%, reflecting strong demand and limited housing supply.
Of course, high home prices can make buying a home more challenging, especially with mortgage rates still elevated. And being a landlord isn’t exactly hands-off work — managing tenants, maintenance and repairs can quickly eat into your time (and returns).
The good news? You don’t need to buy a property outright — or deal with leaky faucets — to invest in real estate today. Crowdfunding platforms like mogul offer an easier way to get exposure to this income-generating asset class.
As a real estate investment platform offering fractional ownership in blue-chip rental properties, mogul gives investors monthly rental income, real-time appreciation and tax benefits — without the need for a hefty down payment or 3 a.m. tenant calls.
Founded by former Goldman Sachs real estate investors, the team hand-picks the top 1% of single-family rental homes nationwide for you. In other words, you gain access to institutional-quality offerings for a fraction of the usual cost.
Each property undergoes a rigorous vetting process, requiring a minimum 12% return even in downside scenarios. Across the board, the platform features an average annual IRR of 18.8%. Offerings often sell out in under three hours, with investments typically ranging between $15,000 and $40,000 per property.
Sign up for an account and browse available properties here to start investing today.
Another option is Lightstone DIRECT, which gives accredited investors access to single-asset multifamily and industrial deals.
Lightstone DIRECT’s direct-to-investor model ensures a high degree of alignment between individual investors and a vertically-integrated, institutional owner-operator — a sophisticated and streamlined option for individual investors looking to diversify into private-market real estate.
With Lightstone DIRECT, accredited individuals can access the same multifamily and industrial assets Lightstone pursues with its own capital, with minimum investments starting at $100,000.
Diversify beyond Wall Street
Prominent investors like Dalio often stress the importance of diversification — and for good reason. Many traditional assets tend to move in tandem, especially during periods of market stress.
That message feels especially relevant today. Nearly 40% of the S&P 500’s weight is concentrated in its ten largest stocks and the index’s CAPE ratio hasn’t been this high since the dot-com boom.
This is where, for many investors, alternative assets come into play. These can include everything from real estate and precious metals to private equity and collectibles.
But there’s one store of value that routinely flies under the radar: It’s scarce by design, coveted worldwide and frequently locked away by institutions.
We’re talking about post-war and contemporary art — a category that has outpaced the S&P 500 with low correlation since 1995.
It’s easy to see why art pieces often fetch new highs at auctions: The supply of the best works of art is limited, and many of the most desirable pieces have already been snatched up by museums and collectors. That scarcity can also make art an attractive option for investors looking to diversify and preserve wealth during periods of high inflation.
Until recently, purchasing art has been a domain reserved for the ultra-wealthy — like in 2022 when a collection of art owned by the late Microsoft co-founder Paul Allen sold for $1.5 billion at Christie’s New York (4), making it the most valuable collection in auction history.
Now, Masterworks — a platform for investing in shares of blue-chip artwork by renowned artists, including Pablo Picasso, Jean-Michel Basquiat and Banksy — can help you get started with this asset class. It’s easy to use and, with 27 successful exits to date, Masterworks has distributed more than $65 million in total proceeds (including principal).
Simply browse their impressive portfolio of paintings and choose how many shares you’d like to buy. Masterworks then handles all the details, making high-end art investments both accessible and effortless.
New offerings have sold out in minutes, but you can skip their waitlist here.
Note that past performance is not indicative of future returns. Investing involves risk. See Reg A disclosures at http://masterworks.com/cd.
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Article Sources
We rely only on vetted sources and credible third-party reporting. For details, see our ethics and guidelines.
The Wall Street Journal (1); Federal Reserve Bank of Minneapolis (2); S&P Global (3); Christie’s (4)
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.