Apple has raised prices on several MacBook and iPad models as the technology giant begins passing higher memory and storage costs on to consumers, warning that further increases could follow as demand from artificial intelligence infrastructure continues to pressure component supplies.
The company announced price increases on Thursday, its first major move after Chief Executive Tim Cook said last week that rising costs linked to the global AI boom had become too significant for Apple to absorb entirely.
Apple’s entry-level MacBook Neo price increased from US$599 to $699, while the MacBook Air 512GB model rose from US$1,099 to US$1,299. The MacBook Pro 1TB model increased from US$1,699 to US$1,999.
Tablet prices were also adjusted, with the iPad Air 128GB rising from US$599 to $749 and the iPad Pro Wi-Fi 256GB increasing from US$999 to US$1,199.
Apple’s online store briefly went offline on Thursday morning before returning with the updated pricing.
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“The consumer electronics industry is facing an unprecedented challenge,” Apple said in a statement, citing a sharp increase in demand for memory and storage driven by the expansion of AI data centres.
The company said the surge in demand had created “an extraordinary” increase in component costs and that it had reached a point where price adjustments were necessary.
“We know this is not welcome news, and we are working tirelessly to find solutions,” Apple said, leaving open the possibility of additional price increases in the future.
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Apple shares fell nearly 5% on Thursday following the announcement, marking the company’s steepest decline since February.
Cook told The Wall Street Journal last week that Apple could no longer fully protect customers from rising component expenses, describing the current memory market pressure as unprecedented during his more than four decades in the technology industry.
Memory and storage prices have surged as suppliers redirect production capacity towards high-bandwidth memory used in AI servers, according to industry analysts.
The supply crunch has benefited major memory producers, including Micron, which recently reported a sharp increase in revenue and stronger margins due to demand linked to artificial intelligence technologies.
Analysts said Apple has historically managed rising costs by adjusting product configurations, removing lower-priced options and encouraging customers to choose models with higher storage capacity or premium features.
The company previously removed its lowest-priced Mac mini configuration, raising the entry point for buyers.
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The latest price changes come as Apple also prepares its hardware lineup for more advanced artificial intelligence features. Industry analysts expect future iPhone models to include more memory capacity as the company expands its Apple Intelligence platform.
Research firm IDC estimates that many older iPhones will not support the full range of upcoming AI-powered features, including the next-generation Siri experience, creating an incentive for consumers to upgrade.
Analysts said Apple may use the transition toward AI-capable devices to justify higher prices by highlighting improved performance and new features rather than simply passing on higher production costs.
Counterpoint Research analyst Tarun Pathak estimated that rising component costs could add about $200 per iPhone for Apple, with expected price increases ranging from US$150 to $200 across some models.
IDC expects Apple’s average selling price to rise this year, supported by a shift towards higher-end devices and the anticipated launch of new premium products.
