Apple raises prices of Macs, iPads and Apple TV amid AI‑driven memory chip surge

Apple increased the U.S. retail prices of several products on 25 June, citing a sharp rise in memory‑chip costs driven by soaring demand from artificial‑intelligence data centers. The 14‑inch MacBook Pro’s base model rose from $1,700 to $2,000, the iPad Air from $600 to $750, and the Apple TV from $130 to $200 – the latter a more than 50 % jump. CEO Tim Cook warned that the company must act because component prices have escalated faster than ever.

The price hikes left Apple shares down 6.15 % on the New York Stock Exchange, erasing over $250 billion in market value. Analysts attribute the pressure to repeated 50 %–100 % quarterly increases in DRAM and NAND pricing since late 2025, a trend dubbed “RAMageddon” that is expected to persist through 2027.