Apple has raised prices across its iPad, MacBook, HomePod and Apple TV ranges, citing rising costs of memory and storage chips due to the growth of AI data centres.
The new prices were announced on June 25, 2026 and became effective immediately. The iPhone lineup was not affected by these price changes.
Following the announcement, Apple’s shares fell nearly 5 percent, while Dell’s shares fell more than 8 percent as investors considered the broader impact of memory pricing pressure on consumer electronics makers.
What became more expensive and what Apple says about the increase
The recent price changes include several Apple products.
- The price of the MacBook Neo has now increased from $599 to $699, making it Apple’s most affordable option to compete with Windows and Chromebook devices.
- The price of the MacBook Air with 512GB storage has increased from $1,099 to $1,299.
- The MacBook Pro with 1TB of storage has increased from $1,699 to $1,999.
- The price of the iPad Air with 128GB of storage has now increased from $599 to $749.
- Additionally, prices for both versions of the HomePod and Apple TV have been updated. For detailed pricing on each affected SKU, you can visit Apple’s website.
Apple said, “We have never seen the price of a component increase so rapidly. We have protected our customers from these increases until now, but we have reached a point where we need to raise prices on many products, including today’s increases for iPad and Mac.”
The company also said, “We know this is not welcome news, and we are working tirelessly to find a solution.” Apple has not specified what measures it has taken to ease memory cost pressures other than raising prices.
Earlier, CEO Tim Cook had warned analysts in late April that rising memory costs would hit the business after the June quarter.
Why memory prices are rising and what it means for the MacBook Neo
Memory makers including Micron have recently given priority to orders from AI chip makers like Nvidia. These deals have generated record profits for memory suppliers but reduced available capacity for consumer electronics manufacturers.
Industry tracker TrendForce reports that DRAM prices increased by 98% in the first quarter of 2026 and are expected to increase by 58% to 63% in the current quarter. The situation has been dubbed “Ramageddon” by industry observers.
Micron announced Wednesday that it has secured $22 billion in long-term commitments from customers seeking to ensure their memory supply. These long-term deals continue to draw capacity from the spot market, on which consumer electronics makers depend.
The MacBook Neo’s $100 price increase erases its previous $100 gain over the Dell XPS 13, which was launched last month specifically to compete with the Neo.
The Neo’s new $699 price makes it more expensive than some Chromebooks from Lenovo and Asus. Neo has been a positive factor in Apple’s recent earnings, contributing to strong sales forecasts and prompting some analysts to revise PC market estimates upward.
However, price increases erode the competitive edge that was driving that momentum.
What users should do before Apple’s next round of price increases
Analysts expect Apple to raise iPhone prices in the coming months. The June 25 announcement was seen as a strategic move ahead of the launch of the iPhone.
“The iPhone has not been spared; price increases are going to happen,” said Nabila Popal, senior research director at IDC. “It was a smart strategic decision for Apple to announce the price increase ahead of the fall launch, so the focus is on the value of the new phones rather than higher prices.”
Tim Cook recently confirmed that iPhone price hikes are inevitable, with industry projections suggesting base-model iPhones could rise by more than $200.
Rival device makers may need to raise prices even higher than Apple, which is protected from the full impact of memory costs due to its strong supplier relationships.
“The memory environment remains challenging and is expected to remain so for the foreseeable future,” said Ben Bajarin, CEO of technology consulting firm Creative Strategies.
IDC estimates that the smartphone market will see its largest-ever annual decline of about 14 percent this year, while the PC market is expected to decline by 11.3 percent.
The combined effect of supply shortages and rising prices has resulted in many consumers extending their replacement cycles and turning to the secondary market for used appliances.
What should users do
For users planning significant Apple purchases, key decision points include making a purchase before additional price increases, especially for products that have not yet been affected, such as the iPhone.
Considering certified pre-owned or refurbished Apple devices may provide more stable pricing. It is also important to carefully evaluate storage requirements, as smaller configurations can help avoid huge price increases.
Users should also consider competing Windows or ChromeOS devices, though these are likely to suffer the same component shortages. Apple has not announced when memory costs may stabilize. Analysts expect high prices to last through 2027 and possibly beyond.
Apple’s new prices are now in effect. Current prices can be found on Apple’s website or through participating retailers.
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