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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.

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.

You can combine the recession-resistant properties of the precious metal with the tax advantages of an IRA by opening a gold IRA with the help of Newport Gold.

Even better, you can get free setup, shipping and storage for up to three years with Newport Gold's Liberty bundle to minimize some of those upfront costs. Plus, you can roll over an existing IRA or 401(k) into a precious metals IRA completely tax- and penalty-free.

Newport Gold also offers a streamlined buyback program with no fees, ensuring you can liquidate your holdings whenever needed, along with best-price assurance.

If you want to read more about their services, you can download their gold guide for free and get up to $20,000 in complimentary silver upon making a qualifying purchase.

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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 Bonaventure offer accredited investors access to institutional-grade multifamily real estate investments in high-growth markets with a minimum investment of $25,000.

Bonaventure focuses on income-producing apartment communities, offering potential tax advantages through structures like 1031 exchanges and UPREITs, allowing you to build passive income and wealth while the company manages the properties.

Plus, Bonaventure has a fully-loaded resource center that teaches you everything you need to evaluate multifamily investments. Sign up today, explore your options and construct your real estate portfolio.

Another option is Arrived, a real estate platform company backed by investors such as Jeff Bezos, which helps buyers to get into SEC-qualified investments in rental homes.

In addition to any property appreciation, Arrived's properties can help you earn a passive income stream without any of that extra work that comes with being a landlord. No midnight maintenance calls over burst pipes here.

All you have to do is sign up, then you can view a selection of vetted properties and start investing with just $100. That way, you can make sure the platform is right for you.

Once you become an investor with Arrived, you'll have access to more than 596 properties in 67 plus markets. Once a property is fully funded, you can also take advantage of Arrived's secondary market after a holding period of six months if you want to reshuffle your portfolio.

And, for a limited time, investors can get a 1% account match when opening an account and adding $1,000 or more.

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's why diversification matters when inflation is the concern. Different investments can react very differently to rising prices, interest rates and economic shocks, so spreading your money around can reduce your exposure to any one market.

But that doesn't mean loading up on every alternative investment you can find. Some can be hard to sell, difficult to value or come with hefty fees and added risk.

For investors looking beyond stocks and bonds, private markets offer another way to spread money across different types of assets.

With Willow Wealth, eligible investors can diversify beyond publicly traded stocks and bonds through private-market opportunities spanning real estate, private equity, private credit, art and litigation finance.

Minimum investments start as low as $5,000. You can select individual deals or opt for diversified funds, including funds managed by institutional firms such as Goldman Sachs, Carlyle and StepStone.

More than 500,000 members have invested over $6 billion through Willow and the platforms it has acquired.

Private investments can require long holding periods, carry higher fees and result in losses. See how Willow can put your money to work across a wider range of assets.

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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)

This article provides information only and should not be construed as advice. It is provided without warranty of any kind.