Apple raises MacBook and iPad prices by up to 25% as AI boom drives up memory costs
Apple on Thursday raised prices across its Mac and iPad lineups, with increases ranging from $100 to $500, citing an 'extraordinary surge' in memory chip demand from AI data centers. iPhones are unaffected for now.
Price hike details
Apple updated its online store on Thursday with revised pricing for all MacBook and iPad models. The entry-level MacBook Neo, introduced only in March, now costs $699 (up $100). The MacBook Air with 512 GB of storage rose $200 to $1,299, while a 1 TB MacBook Pro jumped $300 to $1,999. The desktop Mac Studio saw the largest absolute increase, climbing $500 to $2,499. iPad prices also moved higher: the base iPad went from $349 to $449, the iPad Air from $599 to $749, and the iPad Pro from $999 to $1,199. Some HomePod and Apple TV accessories were also marked up, though iPhones, Apple Watches and AirPods remain unchanged for now.
- MacBook Neo
- 100 $
- MacBook Air
- 200 $
- MacBook Pro
- 300 $
- Mac Studio
- 500 $
- iPad
- 100 $
- iPad Air
- 150 $
- iPad Pro
- 200 $
Behind the increases: AI's memory appetite
The price revisions are a direct consequence of a severe shortage in DRAM and NAND flash memory chips. The rapid expansion of AI data centers has caused memory manufacturers, Samsung Electronics, SK Hynix and Micron Technology, to shift production toward high-margin enterprise components, leaving consumer electronics makers with tighter supply and steeper costs. Research firm Counterpoint estimates that smartphone DRAM prices jumped 50% and NAND Flash storage prices rose over 90% quarter-over-quarter in the first quarter of 2026. Overall, memory prices have more than quadrupled since the fourth quarter of 2025.
We have reached a point where absorbing memory price hikes is impossible unless one wishes to run a business at a major loss.
Apple's response
Apple had held prices steady through the spring, relying on existing component inventory to protect gross margins. In an April conference call, CEO Tim Cook warned that memory costs would have an 'increasing impact' on the business beyond the June quarter. Last week he told the Wall Street Journal that price increases were unavoidable. On Thursday the company publicly acknowledged the move, calling the component-price surge unlike anything it had seen.
Unfortunately, price increases are unavoidable.
We have never seen a component price increase this much, this quickly. We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices.
Industry ripple effects
Apple's decision is likely to be followed by other PC and tablet makers, according to Counterpoint Research Director Tarun Pathak. 'We also expect other OEMs to follow Apple's example. They may raise prices on select products, cut discounts, or adjust their product lines,' he said. Shares of Apple were down 0.7% in premarket trading after the announcement. The company said it is working tirelessly to find solutions, but gave no timeline for when the memory-cost pressure might ease.
