Apple has announced a price increase for its MacBook computers and iPad tablets, attributing the hike to skyrocketing memory and storage costs driven by the boom in artificial intelligence.
The adjustments, which took effect following CEO Tim Cook's warnings about rising production costs, resulted in a significant decline of over 4.7 percent in Apple's stock during morning trading.
Details of the Price Adjustments
- 14-inch MacBook Pro: Increased from $1,700 to $2,000.
- iPad Air: Increased from $600 to $750.
- Apple TV: Increased from $130 to $200.
While the iPhone, Apple's key revenue generator, remains unaffected for now, the price hikes reflect a broader trend in the tech industry.
The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage.
Apple spokesperson
This statement highlights the unprecedented increase in component prices, which Apple claims is unlike anything previously seen.
Tim Cook had previously indicated that these price increases were unavoidable, noting that supply constraints coincide with growing consumer demand for devices.
Price hikes in memory chips and RAM have been reported at over 50 percent quarterly since late 2025, as AI-related needs drive up costs.
John Ternus, set to take over as CEO on September 1, will face the challenge of navigating this price-sensitive environment just ahead of the new iPhone launch.