Apple raises Mac and iPad prices amid AI‑driven memory chip cost surge

Apple announced a company‑wide price increase, raising the average price of Macs, iPads and other products by about 20%. The move cites an “unprecedented challenge” from soaring memory‑and‑storage component costs driven by the rapid expansion of AI data centres. Tim Cook said the hikes are unavoidable after the company could no longer absorb the rising component prices.

In the United States, the base‑model MacBook Neo rose from $599 to $699, the MacBook Air from $1,099 to $1,299, and the 14‑inch MacBook Pro from $1,699 to $1,999. iPad prices were lifted as well, with the iPad Air moving from $599 to $749 and the iPad Pro from $999 to $1,199. The iPhone, Apple Watch and AirPods were left unchanged.

The announcement triggered a sharp market reaction: Apple shares fell more than 6% on the day, the KOSPI dropped 9% intraday, and Nasdaq futures slid 1.2%. Micron reported record revenue as memory demand surged. Apple is also exploring alternative memory suppliers, seeking U.S. approval to buy chips from China’s CXMT amid the shortage. Microsoft announced parallel Xbox price hikes, underscoring the broader industry impact of the AI‑driven chip crunch.