Overview
- Apple updated its online stores on June 25, 2026 to implement global price increases for multiple Mac and iPad models while leaving iPhone prices unchanged.
- The hikes affect a wide range of products with typical increases of roughly 15%–25%, for example the MacBook Neo rising from $599 to $699 and the 14-inch MacBook Pro moving from $1,699 to $1,999.
- Apple said the surge in DRAM and NAND prices is driven by cloud and AI companies buying large volumes of memory for data centers, and suppliers such as Micron have prioritized those orders.
- Investors reacted immediately, sending Apple shares down about 4%–4.7%, and hours after Apple’s move Microsoft announced planned price increases for Xbox consoles for the same component-cost reasons.
- Analysts warn the shift of scarce memory to AI infrastructure could squeeze margins, slow consumer upgrades, and push other device makers to pass higher component costs on to buyers if supply tightness continues.