Overview
- Apple implemented broad price increases for Macs, iPads and several accessories on June 25, saying rising memory and storage chip costs from AI data centers made higher retail prices unavoidable.
- Memory makers and executives have pointed to past industry pricing that discouraged new fabs and to hyperscalers locking large, high‑margin capacity as causes of the current DRAM and NAND squeeze.
- Research firms now forecast steep near‑term jumps in memory prices, with Jefferies projecting 40–50% increases in Q3 2026 and further large rises through 2027, and Microsoft warning console memory and storage costs could double again by fall 2027.
- Some OEMs have quietly raised device prices earlier in 2026 and market participants expect more public price moves, including the possibility of higher iPhone prices if chip costs keep rising.
- Supply relief is likely years away because new fabs take multiple years to build, so consumers should expect higher effective device prices, fewer deep promotions and some buyers delaying upgrades over the next 1–3 years.