Apple Raises MacBook and iPad Prices as Memory Costs Surge

Overview

• Apple published new retail prices on Thursday, increasing examples such as the MacBook Air 512GB from $1,099 to $1,299, the MacBook Pro 1TB from $1,699 to $1,999, and the iPad Air 128GB from $599 to $749.
• The company said the moves respond to an unprecedented and rapid rise in memory costs that it can no longer fully absorb after protecting customers with inventory and supplier agreements.
• Apple also raised prices for both HomePod models and Apple TV without listing new dollar values on its site.
• Markets reacted with share declines after the announcement, with reports ranging from a 0.7% premarket drop to as much as nearly 5%, and analysts warned margins and device demand will be pressured.
• The price changes reflect a wider industry shift: memory makers have prioritized AI data‑center customers and signed large long‑term deals, TrendForce and IDC warn of further memory price rises and project sharp year‑over‑year declines in smartphone and PC sales.