Apple has raised prices across its Mac and iPad product lines, citing soaring memory and storage chip costs driven by the global artificial intelligence boom, marking one of the most significant pricing adjustments by the company in recent years.
The increases affect several MacBook and iPad models, as well as select home devices, as Apple says it can no longer absorb the sharp rise in component costs linked to the rapid expansion of AI data centers worldwide. The company has left iPhone pricing unchanged for now.
Among the most notable changes, the entry-level MacBook Neo now starts at $699, up from $599. The MacBook Air’s base price has increased to $1,299 from $1,099, while the MacBook Pro now starts at $1,999, up from $1,699. On the tablet side, the iPad Air rises to $749 from $599, and the iPad Pro climbs to $1,199 from $999.
Apple said the consumer electronics industry is facing an unprecedented challenge as AI infrastructure operators consume growing volumes of memory and storage components that traditionally are supplied to smartphones, tablets, and personal computers. The company noted that memory costs have risen so rapidly that maintaining existing retail prices was no longer sustainable.
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The decision underscores how the AI race is reshaping global technology supply chains. Memory manufacturers have increasingly prioritized orders from AI-focused customers, including major chipmakers and data center operators, thereby tightening supply for consumer electronics companies.
Apple had previously signaled that pricing changes were becoming likely. Chief Executive Tim Cook recently acknowledged that component inflation had reached levels the company could no longer fully absorb, despite efforts to shield customers from rising costs
.The company’s latest move also highlights the growing economic ripple effects of the AI investment boom. While firms building AI infrastructure continue to expand spending on advanced chips and computing systems, consumer technology companies are increasingly facing higher manufacturing costs and supply constraints.
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For now, Apple’s flagship iPhone lineup remains exempt from the price increases. However, the company has indicated that broader pricing adjustments could follow if supply pressures persist. As AI-driven demand continues to reshape the semiconductor market, Apple’s decision may serve as an early signal of pricing pressures that could spread across the wider consumer electronics industry.