Particle.news
Download on the App Store
208 ARTICLES
·
2d ago

Apple Raises Prices on Macs, iPads and More as Memory Costs Surge

The company says an extraordinary AI-driven spike in DRAM and NAND has forced it to pass some higher component costs to consumers and could presage further price moves later this year.

Image
Image
Image
Image

Overview

  • Apple implemented broad price increases across its Mac, iPad, home-device and Vision Pro lines that went live on Thursday, June 25, while iPhone, Apple Watch and AirPods prices remain unchanged for now.
  • The company attributed the change to a rapid, AI-driven runup in high-bandwidth DRAM and NAND prices that has more than quadrupled in recent quarters and sharply raised per-device bill-of-material costs.
  • Memory makers including Micron, Samsung and SK Hynix are prioritizing long-term, higher-margin contracts for AI and server customers, reducing supply available for consumer devices and pushing up contract prices.
  • CEO Tim Cook warned last week that price increases were 'unavoidable' and Apple had already tried to shield buyers by removing low-cost configurations and absorbing costs where possible.
  • Investors reacted with a share pullback and analysts warn the tight memory market could persist into 2027, raising the likelihood of further consumer price hikes — including possible iPhone increases in the fall — and higher average selling prices across the industry.