Overview
- Apple updated retail prices Thursday, June 25, raising base costs for multiple Macs, iPads and other devices after its online store reflected the new numbers.
- The company said it had absorbed rising component costs until now and cited the rapid expansion of AI data centers as the cause of an extraordinary spike in memory and storage prices.
- Notable increases include the MacBook Neo to $699, the MacBook Air to $1,299, the entry MacBook Pro to $1,999 and iPad models rising by $100–$200, while iPhone and AirPods prices remain unchanged for now.
- Investors reacted quickly with Apple shares falling about 4–5% and analysts warned that other OEMs may raise prices, cut discounts, or shift product mixes if memory allocation to AI servers continues.
- Industry trackers show DRAM and NAND contract prices jumping roughly 60–75% year‑over‑year as suppliers prioritize large AI/server contracts, a trend that analysts say could keep consumer allocations tight into 2027 and raise costs for buyers.