By Ken Muthomi - Reporter
United States, 25 June 2026 - Apple has raised the price of some of its latest Mac and iPad models by up to 25 percent in response to the skyrocketing prices of memory and storage components.
The updated prices are as follows, according to the company:
- The MacBook Neo entry $599, increasing to $699
- MacBook Air 512GB $1099 increasing to $1299
- MacBook Pro 1T $1699 increasing to $1999
- iPad Air 128GB $599 increasing to $749
- iPad Pro Wifi 256GB $999 increasing to $1199
According to reports, the company’s online store went down on Thursday, following the price adjustments, which led to its shares slumping by nearly 5%
“The consumer electronics industry is facing an unprecedented challenge. The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. We have never seen a component price increase this much, this quickly,” the company stated.
“We have reached a point where we need to begin raising prices on a number of products. We know this is not welcome news, and we are working tirelessly to find solutions,” the company said on Thursday.
The developments stem from a surge in demand for memory and storage chips used in servers, as companies race to expand their artificial intelligence capabilities, thereby tightening supply previously allocated to consumer devices.
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According to Apple CEO Tim Cook, the company is no longer able to shield customers from price hikes of its devices, particularly due to rising costs of RAM and SSD storage.
Cook had also warned investors that the sharp increase in memory components would significantly shrink the company’s profits this month.
“This is a hundred-year flood. I’ve never seen anything like it in any area in over 40 years. 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 told The Wall Street Journal. In an interview.
This move signals that other PC and hardware manufacturers may also be forced to raise prices further due to rising memory chip costs, potentially increasing costs for consumers.