Overview
- Apple updated its online stores on Thursday, June 25, 2026, to enact immediate, worldwide price increases across Mac and iPad lines and several home and accessory products.
- The company said the rapid build-out of AI data centers has pushed up demand for DRAM and NAND memory and that component makers have prioritized AI customers, producing sharp cost rises for consumer-device parts.
- Price examples include the MacBook Neo rising from $599 to $699, the MacBook Air from $1,099 to $1,299, the 14‑inch MacBook Pro from $1,699 to $1,999, and the iPad Air from $599 to $749, with HomePod, Apple TV and Vision Pro prices also raised.
- Markets reacted quickly as Apple shares fell about 4–5% intraday and executives noted the company had warned in April that higher memory costs would begin to squeeze margins; the iPhone prices were left unchanged for now.
- Apple said it is seeking ways to address the supply squeeze, but analysts warn the shortage could last months, create uneven regional retail impacts because of taxes and exchange rates, and slow consumer upgrades if higher prices cut demand.