Apple has increased prices across its iPad, MacBook, HomePod and Apple TV ranges, citing rising costs of memory and storage chips driven by the growth of AI data centres.
The new prices were announced on June 25, 2026 and took effect immediately. The iPhone lineup was not affected by these price changes.
Following the announcement, Apple shares fell nearly 5 percent, while Dell shares fell more than 8 percent as investors considered the broader impact of memory price pressures on consumer electronics makers.
What became more expensive and what Apple says about the increases
The recent price changes include several Apple products.
- The MacBook Neo It’s now $699, down from $599, making it Apple’s most affordable option to compete with Windows and Chromebook devices.
- The MacBook Air with 512GB of storage has increased from $1,099 to $1,299.
- The MacBook Pro with 1TB of storage has risen from $1,699 to $1,999.
- The iPad Air with 128GB of storage now costs $749, up from $599 previously.
- Additionally, both versions of the HomePod and Apple TV have updated prices. For detailed pricing for each affected SKU, you can visit Apple’s website.
Apple stated: “We have never seen component price increases this large and so quickly. We have protected our customers from these increases so far, but we have reached a point where we need to start raising prices on several products, including today’s increases for iPad and Mac.”
The company also noted, “We know this is not good news and we are working tirelessly to find solutions.” Apple has not specified what steps it has taken to reduce pressures on memory costs beyond increasing prices.
Previously, CEO Tim Cook warned analysts in late April that rising memory costs would increasingly impact the business beyond the June quarter.
Why memory prices are rising and what this means for the MacBook Neo
Memory makers, including Micron, have recently prioritized orders from AI chip makers like Nvidia. These deals have generated record profits for memory suppliers, but have reduced available capacity for consumer electronics manufacturers.
Industry tracker TrendForce reports that DRAM prices rose as much as 98% in the first quarter of 2026 and are expected to rise between 58% and 63% in the current quarter. Industry observers have dubbed this situation “RAMageddon.”
Micron announced Wednesday that it has secured $22 billion in long-term commitments from customers seeking to secure their memory supply. These long-term agreements continue to draw capacity from the spot market, which consumer electronics manufacturers depend on.
The $100 price increase for the MacBook Neo eliminates its previous $100 advantage over the Dell XPS 13, which was released last month specifically to compete with the Neo.
The new $699 price for the Neo also makes it more expensive than some Chromebooks from Lenovo and Asus. The Neo had been a positive factor in Apple’s recent earnings, contributing to strong sales forecasts and leading some analysts to revise PC market estimates upward.
However, the price increase eliminates the competitive advantage that had been driving that momentum.
What users should do before Apple’s next round of price increases
Analysts expect Apple to increase iPhone prices in the coming months. The June 25 announcement was seen as a strategic move ahead of the iPhone’s launch in the fall.
“The iPhone is not spared; a price increase is coming,” said Nabila Popal, senior director of research at IDC. “It was a smart strategic decision on Apple’s part to announce the price increase ahead of the fall launch, so the focus is on the value of the new phones rather than higher prices.”
Tim Cook recently confirmed that iPhone price increases are inevitable, and industry estimates suggest the base iPhone model could increase by more than $200.
Rival device makers may need to raise prices even more than Apple, which has been shielded from the full impact of memory costs thanks to its strong supplier relationships.
“The memory environment remains a challenge and is expected to remain so for the foreseeable future,” said Ben Bajarin, CEO of technology consultancy Creative Strategies.
IDC forecasts that the smartphone market will experience its largest annual decline of nearly 14 percent this year, while the PC market is expected to fall 11.3 percent.
The combined effects of supply constraints and rising prices are causing many consumers to extend their replacement cycles and turn to the secondary market for used devices.
What users should do
For users planning major Apple purchases, key decision points include purchasing ahead of additional price increases, especially for products that are not yet affected, such as the iPhone.
Considering refurbished or certified used Apple devices can provide more stable prices. It’s also important to carefully evaluate storage needs, as smaller configurations could help avoid steeper price increases.
Users should also consider competing Windows or ChromeOS devices, although these are likely to face similar component shortages. Apple has not announced when memory costs might stabilize. Analysts expect high prices to persist through 2027 and possibly beyond.
Apple’s new price is now in effect. Current pricing can be viewed on Apple’s website or through participating retailers.
