Apple has broken from its usual practice, announcing price increases across its Mac and iPad product lines. The company cited sharply rising costs for DRAM and NAND flash memory chips.
The increases, effective June 25, 2026, range from $100 to $200. The entry-level MacBook Neo jumps to $699, while the 13-inch MacBook Air with 512GB rises to $1,299. The MacBook Pro with 1TB storage sees the steepest increase, reaching $1,999. iPad Air prices also climb, with the 11-inch 128GB model moving to $749. iPhone prices remain unchanged.
The core driver is artificial intelligence. Every major cloud provider and AI company is racing to build data centers to train large language models. This massive demand for memory chips has created intense competition, squeezing supply for consumer electronics makers like Apple.
An IDC analyst noted the hikes exceeded market expectations. Following the announcement, Apple shares dropped 4.5% to $279.88. Industry observers suggest this move gives competitors like Samsung and Dell cover to implement similar price increases.