{"id":3039,"date":"2026-06-25T17:11:07","date_gmt":"2026-06-25T17:11:07","guid":{"rendered":"https:\/\/nextcitydigest.com\/?p=3039"},"modified":"2026-06-25T17:11:07","modified_gmt":"2026-06-25T17:11:07","slug":"apple-hikes-mac-ipad-prices-on-memory-shortage-shares-fall","status":"publish","type":"post","link":"https:\/\/nextcitydigest.com\/?p=3039","title":{"rendered":"Apple hikes Mac, iPad prices on memory shortage; shares fall"},"content":{"rendered":"
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By Mark Gurman, Bloomberg<\/strong><\/p>\n

Apple Inc. took the extreme measure of raising prices of all Macs, iPads, home devices and the Vision Pro on Thursday, seeking to offset cost hikes caused by an unprecedented shortage of memory chips and storage.<\/p>\n

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The price hikes, which went live on its online retail store Thursday, are in effect globally. The company did not raise iPhone, Apple Watch or AirPods prices on Thursday, but hinted there may be more price adjustments to additional products in the future.<\/p>\n

Shares of Apple fell as much as 5.3% to $277.67, their biggest intraday drop in more than four months.<\/p>\n

The starting price of the MacBook Neo is rising to $699 from $599, while the 13-inch MacBook Air is increasing to $1,299 from $1,099. The 14-inch MacBook Pro is moving to $1,999 from $1,699, while the 16-inch model is now priced from $2,999, up from $2,499.<\/p>\n

The iMac desktop now starts at $1,499, up from $1,299, while the Mac Studio desktop increases to $2,499 from $1,999.<\/p>\n

An Apple spokesperson said that \u201cthe rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage\u201d and that the company has \u201cnever seen a component price increase this much, this quickly.\u201d<\/p>\n

Apple added it has \u201cshielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products including today\u2019s increases for iPad and Mac.\u201d<\/p>\n

\n<\/div>\n

The price increases are largely unprecedented, with no equivalent in Apple\u2019s modern history of sweeping hikes across much of its product line. The company has raised prices on individual models before \u2014 including a $100 increase for the iPhone 17 Pro last year \u2014 but not across several product categories at once.<\/p>\n

In March, it raised prices on the MacBook Air and MacBook Pro alongside updates that included upgraded specifications, helping offset the increases.<\/p>\n

\u201cWe know this is not welcome news, and we are working tirelessly to find solutions,\u201d Apple said.<\/p>\n

The higher-end MacBook Neo with more storage and Touch ID is now $799, up from $699. A fully loaded 16-inch MacBook Pro with the highest amount of memory and storage is now priced at $9,999. A 15-inch MacBook Air is now $1,499, up from $1,299.<\/p>\n

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\n<\/div>\n

The higher-end, M4 Pro configuration of the Mac mini saw its price rise to $1,599, up from $1,399. The base model price was recently increased from $599 to $799, with an entry-level configuration being eliminated.<\/p>\n

The 11-inch iPad Pro is increasing to $1,199 from $999, while the 13-inch model goes to $1,499 from $1,299. The 11-inch iPad Air is now priced at $749, up from $599, while the 13-inch model is now $949, up from $799. The base iPad is now $449, up from $349, while the iPad mini is now $599, up from $499.<\/p>\n

The price of the standard HomePod speaker is now $349, up from $299, while the HomePod mini increased from $99 to $129. The Apple TV set-top box increased from $129 to $199. The Apple Vision Pro headset now starts at $3,699, up from $3,499. A 1-terabyte version of the device now costs $4,199.<\/p>\n

Apple executives said during the company\u2019s second-quarter earnings call that memory shortages would worsen over the course of the year.<\/p>\n

Tim Cook, Apple\u2019s chief executive officer, said at the time that the shortages were also having an impact on supply, with many Macs seeing extended constraints and shipment delays.<\/p>\n

\u201cWe\u2019re not at the point where we\u2019re saying this is going to end anytime soon,\u201d Cook said in April, adding that the constraints will likely last \u201cseveral months.\u201d<\/p>\n

John Ternus, will inherit the memory crisis on Sept. 1 when he steps into the CEO role, succeeding Cook. The shortage has also had an impact on Apple\u2019s ability to roll out new products, with the problem holding back key releases like an updated Mac Studio.<\/p>\n

In April, Cook said that the iPhone has been less affected by the memory issue than the Mac and has been instead facing shortages related to its main device processors.<\/p>\n

The company is releasing new smartphones in September, including a major new foldable model with a price that is likely to exceed $2,000, as well as new iPhone 18 Pro and 18 Pro Max models with pricier camera components. The changes are likely to drive up prices.<\/p>\n

\u201cWe expect iPhone prices to increase, likely targeting Pro models, where demand is less price sensitive, and a $100 boost can offset 78% of higher expenses,\u201d Bloomberg Intelligence said in a note.<\/p>\n

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(Updated with more details about the price increases throughout.)<\/p>\n

More stories like this are available on bloomberg.com<\/p>\n

\u00a92026 Bloomberg L.P.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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