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Apple lifts Mac and iPad prices amid chip crunch

NEWS

June 25, 2026 at 13:20 UTC

2 min read
Generic laptops and tablets on display reflecting AAPL price hikes amid global chip shortage

Key Points

  • 01Apple (AAPL) raised prices across Mac and iPad lines on June 25, 2026
  • 02MacBook Neo’s starting price increased to $699 from $599
  • 03Price moves also affect some home devices and the Vision Pro
  • 04Apple (AAPL) cites unprecedented memory and storage shortages and costs

Apple implements broad hardware price increases

On Thursday, June 25, 2026, Apple updated its online store to reflect higher prices across multiple hardware categories. The changes affect Mac and iPad product lines and extend to some home devices and the Vision Pro headset. The move marks a notable adjustment to Apple’s pricing structure for several current devices, implemented simultaneously through its online retail channel.

Among the changes, the starting price of the MacBook Neo, Apple’s latest laptop model, was raised to $699 from $599. The increase underscores that Apple is adjusting entry-level pricing as well as higher-end configurations. The revisions appeared after a brief period when the online store was taken offline and then returned with updated listings.

Rationale: memory and storage constraints

Apple linked the price hikes to an unprecedented shortage of memory chips and storage components. The company said the consumer electronics industry is facing a significant challenge as component costs have surged. It characterized the situation as unlike previous supply cycles, emphasizing the speed and scale of the increases.

In its statement, Apple said that the rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. This demand has contributed to sharp cost pressures on key components used in Macs, iPads, home devices and the Vision Pro. Apple noted that it has never seen component prices rise this much, this quickly.

Apple’s response and outlook for further changes

Apple stated that it has reached a point where it needs to begin raising prices on a number of products. The company framed the adjustments as a response to escalating input costs rather than a change in product positioning or features. By adjusting prices across several categories at once, Apple is moving to offset the financial impact of the component shortage.

The company also indicated that the current changes may not be the last. It said it is leaving the door open to more price increases, suggesting that continued volatility in memory and storage markets could prompt further adjustments. For now, the June 25 updates represent Apple’s latest step in managing the effects of the global memory and storage crunch on its hardware lineup.

Key Takeaways

  • 01Apple is passing through part of a sharp rise in memory and storage costs directly into hardware pricing.
  • 02The MacBook Neo’s higher entry price illustrates that even mainstream models are affected by component shortages.
  • 03AI data center demand is playing a central role in straining memory and storage supply for consumer devices.
  • 04Apple signals that additional pricing changes are possible if component cost pressures persist.

References

  1. https://www.bloomberg.com/news/articles/2026-06-25/apple-raises-mac-and-ipad-prices-to-counter-memory-shortages
  2. https://www.cnbc.com/2026/06/25/apple-macbook-ipad-price-hike-memory.html
  3. https://www.macrumors.com/2026/06/24/mac-ipad-price-increase-coming/
  4. https://www.devdiscourse.com/article/technology/3940736-apples-price-hike-navigating-the-memory-cost-crunch