Apple raises Mac, iPad and iPhone prices amid AI‑driven memory shortage

Apple announced its first broad price hikes in years, increasing the cost of most Mac and iPad models while keeping iPhone and Apple Watch prices unchanged. The company attributes the moves to a surge in memory component costs caused by massive AI data‑center demand, which has driven the price of a 32 GB DDR5 kit from under $90 to nearly $400. Former CEO Tim Cook said, “Unfortunately price increases are inevitable,” as Apple seeks to protect margins.

Analysts also expect a $100‑$200 increase for the upcoming iPhone 18 Pro, with Apple planning a $1,999 foldable “iPhone Ultra” and postponing entry‑level iPhone releases to 2027. To offset higher hardware costs, Apple is expanding its services portfolio and lobbying the U.S. government for permission to source memory from Chinese suppliers that are currently on a blacklist.