Apple's MacBook sales pressured by AI‑driven chip shortage and rising prices

Tech firms including Apple and Microsoft have blamed the surge in AI‑driven data‑center demand for a sharp rise in memory‑chip costs, a situation dubbed “Ramageddon.” Apple raised prices for its iPad and MacBook lines by nearly 20%, while Microsoft announced another $100‑plus increase for its five‑year‑old Xbox Series S and X consoles. Analysts describe the memory shortage as the most disruptive supply‑side event the smartphone industry has faced, with chip makers such as TSMC raising prices as customers compete for limited capacity.

At the same time, Apple’s own transition to Apple Silicon has extended the usable life of older MacBook models, reducing upgrade cycles and boosting the market for certified refurbished devices that sell at 15‑20 % discounts. With newer AI features like Apple Intelligence potentially requiring more RAM, Apple hopes to stimulate fresh purchases despite the longer device lifespans caused by its high‑performance chips.