Apple plans to raise prices on Macs and iPads as memory and storage chip costs surge, citing unsustainable pressure on its cost structure.

What happened: Apple CEO Tim Cook told the Wall Street Journal that the company plans to hike prices for its products, with Macs and iPads expected to be first. Cook stated that "price increases are unavoidable" and that "the situation has become unsustainable" despite Apple's efforts to absorb huge cost increases from chip suppliers.

Why it matters: Memory chip prices are being driven up by surging demand for AI infrastructure, creating a supply shortage that component buyers like Apple cannot offset through normal procurement channels. S&P Global Ratings forecasted that memory prices are "poised to stay elevated on tight supply" at least through 2028, suggesting this pressure will persist across the industry. Microsoft has already raised Surface Pro and Surface Laptop prices by roughly 50% above 2024 models, citing AI-driven memory shortage as a central reason.

What to watch: Apple's most recent quarterly results (fiscal Q2 2026, reported April 30) showed revenue of $111.2 billion（約18兆円）, beating the $108.9 billion（約17兆円） forecast, and analysts have issued 25 upward EPS revisions over the past 90 days—suggesting investors view the pricing moves favorably. The timing of broader price hikes and the full list of affected products remain unclear.