Overview
- Apple updated its online store on Thursday to raise prices worldwide for many Mac and iPad models plus HomePod, Apple TV and Vision Pro, while iPhone and most accessories were left unchanged for now.
- Notable changes include the MacBook Neo moving from $599 to $699, the MacBook Air rising by about $200, and several iPad and MacBook Pro configurations increasing by $100–$300, with larger jumps reported for high-end Mac Studio configurations.
- Apple attributed the move to an extraordinary rise in DRAM and NAND prices driven by a rapid buildout of AI data centers that has pushed memory makers to prioritize large AI customers such as Nvidia.
- The market reacted quickly: Apple shares fell intraday by roughly 3%–5% as investors weighed the risk that higher retail prices could slow device replacement and hurt unit sales.
- Analysts and Apple executives say the supply and cost pressures are likely to last months, so consumers should expect further regional price changes and possible future adjustments if memory supply remains constrained.