Apple has raised prices on iPad and MacBook models due to soaring memory chip costs driven by AI chipmakers' datacenter buildout.
The company said it has never encountered component price increases of this scale and speed, and despite its unmatched supply chain relationships, can no longer shield customers from the surge.
Memory costs are projected to continue rising significantly through the current quarter.
What happened
Apple increased prices on multiple products, including MacBook Air with 512 gigabytes of storage (from $1,099 to $1,299), MacBook Pro with 1 terabyte of storage (from $1,699 to $1,999), and iPad Air with 128 gigabytes of storage (from $599 to $749). The company said it has shielded customers from rising memory costs but has now reached a point where price increases are necessary.
Why it matters
Memory makers such as Micron have prioritized orders from AI chipmakers like Nvidia, leaving little supply for consumer electronics manufacturers. Apple said "We have never seen a component price increase this much, this quickly." Even the world's most valuable consumer electronics company with industry-leading supply chain relationships cannot avoid the surge.
What to watch
CEO Tim Cook warned in late April that memory costs would drive an increasing impact on Apple's business beyond the June quarter. According to TrendForce, dynamic random access memory prices rose as much as 98% in the first quarter of 2026 and are set to jump by another 58% to 63% in the current quarter.
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