Apple has raised the price of its iPads and MacBooks by as much as 25 per cent, conceding that it can no longer shield customers from the spiralling cost of memory and storage chips, the very components now being hoovered up by the artificial intelligence industry’s relentless data centre build-out.
The increases spare the iPhone, still comfortably the company’s biggest earner. They do, however, land squarely on the MacBook Neo, the entry-level laptop Apple launched to prise market share away from cheaper Windows and Chrome machines. Its starting price has jumped from $599 to $699 just months after it went on sale, blunting much of the pricing advantage that made it such a disruptive proposition in the first place.
That even Apple, a company whose supply-chain muscle is the envy of the technology world, has been forced to act tells you how acute the squeeze has become. The world’s most valuable consumer electronics maker is not immune to a memory price surge that has darkened the outlook for the entire hardware sector.
The numbers behind the retreat are sobering. The research firm IDC expects the global smartphone market to suffer its steepest-ever annual decline this year, falling close to 14 per cent, while the PC market is forecast to shrink by 11.3 per cent. According to IDC’s latest analysis, the memory crisis is the single biggest factor dragging shipments lower, with average selling prices being pushed to record highs even as fewer devices leave the shelves.
The root of the problem lies upstream. Memory makers such as Micron have spent recent months prioritising orders from AI chipmakers like Nvidia, a strategy that has delivered record profits but left precious little supply for the manufacturers of phones, tablets and laptops. Those firms have, in turn, been left with little choice but to raise prices.
Apple did not dress up the situation. “We have never seen a component price increase this much, this quickly,” the company said on Thursday. “We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products. We know this is not welcome news, and we are working tirelessly to find solutions.”
The repricing is broad. A MacBook Air with 512 gigabytes of storage has climbed 18 per cent, from $1,099 to $1,299, while the MacBook Pro with 1 terabyte of storage has risen by a similar margin, from $1,699 to $1,999. The sharpest jump falls on an iPad Air with 128 gigabytes of storage, up just over 25 per cent from $599 to $749.
Apple had seen this coming. In April the company said existing inventories had helped it keep gross margins above Wall Street’s expectations, but warned that “significantly higher” memory costs would start to catch up by the end of this month, with profitability expected to dip. On a call with analysts, chief executive Tim Cook was blunt about the road ahead: “Beyond the June quarter, we believe memory costs will drive an increasing impact on our business.” It is a theme we explored when Cook first signalled the rises were unavoidable.
The scale of the underlying shock is extraordinary. The price of dynamic random access memory, or DRAM, found in virtually every modern gadget, rose by as much as 98 per cent in the first quarter of 2026 and is set to climb by a further 58 to 63 per cent this quarter, according to market research from TrendForce, which has repeatedly revised its forecasts upward as the imbalance deepens.
This so-called RAMageddon has been driven by the boom in AI data centre construction, with Nvidia and its peers signing long-term deals to lock in supply. Micron said on Wednesday it had secured $22 billion (£16.7 billion) in such long-term commitments, a sum that underlines just how much capacity is being diverted away from consumer devices and towards the AI build-out, the same demand fuelling the latest generation of AI-focused silicon.
Ben Bajarin, chief executive of the technology consulting firm Creative Strategies, sees little relief on the horizon. “The memory environment is tough and remains structurally tough for the foreseeable future,” he said. “We had already had signals Apple would need to raise prices, and with their supply chain as good as anyone, there is concern the rest of the industry may have to raise prices even more than Apple.”
For Apple, the timing is awkward. The MacBook Neo had helped underpin a bullish sales forecast for the June quarter and prompted some industry watchers to revise their PC estimates upward. It has now surrendered a meaningful chunk of its price advantage over rivals such as the latest Chromebooks from Lenovo and Asus, and the XPS 13 laptop unveiled by Dell last month.
The wider lesson is harder to ignore. If the most formidable buyer in consumer electronics, fresh from posting record iPhone numbers, cannot hold the line on pricing, the smaller manufacturers further down the chain have even less room to manoeuvre. For consumers, and for the small businesses that kit out their teams with this hardware, the era of steadily cheaper computing power may, at least for now, be on pause.