Tech giants roll out steep value will increase amid scarcity of reminiscence chips used to energy AI.
Revealed On 26 Jun 2026
Apple and Microsoft have rolled out steep value hikes for a few of their best-selling merchandise, blaming hovering reminiscence chip prices amid the increase in AI.
Apple on Thursday elevated costs throughout its vary of Macs and iPads, with a lot of its hottest fashions seeing hikes of 20 % or extra.
Really helpful Tales
record of 4 objectsfinish of record
The bottom mannequin MacBook Air now retails in america for $1,299, up from $1,099, whereas the lowest-spec MacBook Professional rose from $1,699 to $1,999.
The bottom value of the iPad Air elevated from $599 to $749, whereas the iPad Professional jumped from $999 to $1,199.
Apple’s entry-level MacBook Neo is now priced at $699, up from $599.
The Mac Studio M3 Extremely desktop laptop noticed the steepest value rise of any product, leaping from $3,999 to $5,299.
Apple mentioned that whereas it had shielded customers from rising chip prices till now, it had “reached some extent the place we have to start elevating costs”.
“The fast enlargement of AI knowledge centres has created a unprecedented surge in demand for reminiscence and storage,” an Apple spokesperson mentioned in an announcement.
“We now have by no means seen a element value enhance this a lot, this rapidly.”
Apple’s inventory value fell greater than 6 % following the value hikes, its steepest fall since US President Donald Trump’s announcement of his “liberation day” tariffs in April final 12 months.
Trevor Lengthy, a shopper tech analyst and commentator based mostly in Australia, mentioned he expects the value will increase to have an effect on Apple’s gross sales.
“Some merchandise, like their latest product, the MacBook Neo, whereas wonderful as merchandise, have been additionally excellent due to value,” Lengthy advised Al Jazeera.
“This hits that tough. They’re nonetheless an honest deal however push nearer to different aggressive product costs as effectively.”
Lengthy mentioned he expects the approaching 12 months to be difficult for main tech gamers comparable to Apple.
“The important thing factor would be the subsequent iPhone and the way shut they will value it to the final one,” Lengthy mentioned.
“I’d count on a $50-150 value rise throughout the vary, relying on fashions.”
Microsoft additionally cited rising chip costs in an announcement confirming that it will increase the value of the 512 GB and 1 TB fashions of its Xbox gaming console by $100 and $150, respectively.
“We hoped one other value enhance wouldn’t be vital, and we now have spent the final a number of months working with suppliers on choices,” Microsoft mentioned in an announcement.
“Sadly, console storage and reminiscence costs have elevated by greater than 2.5x and we count on one other doubling by the autumn of 2027,” the Redmond, Washington-based tech large mentioned.
“The complete shopper electronics business is scuffling with the present parts disaster, however the results are significantly exhausting on consoles.”
