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Apple shares fell ~6% after raising Mac and iPad prices, citing a record‑high memory cost surge from AI data‑center demand.
Apple shares dropped nearly 6% to about $279 after the company announced price hikes on most Mac and iPad models, citing a “hundred‑year flood” of memory‑chip cost inflation driven by AI data‑center demand【1】. Investors are watching whether the higher sticker price will curb demand for Apple’s premium devices and pressure margins.
| At a glance | |
|---|---|
| Stock reaction | –5% to –6% |
| MacBook Air price | $1,299 (up $200) |
| MacBook Pro price | $1,999 (up $300) |
| Memory price trend | DRAM costs doubled YoY in Q1【1】 |
Apple said the surge in DRAM and NAND prices—driven by AI‑intensive servers—has forced it to pass cost increases to consumers. TrendForce data shows contract DRAM prices for PCs and phones roughly doubled in the first quarter, the steepest jump on record【1】. Memory makers Samsung and SK Hynix have redirected supply to AI workloads, leaving less for consumer devices and prompting Apple to compete for the remaining inventory【1】. The company’s statement to Reuters emphasized that “we have never seen a component price increase this much, this quickly”【1】.
Apple’s move mirrors other PC makers that have already flagged price hikes this year, including Dell, HP, Lenovo and Asus【2】. While iPhone, Apple Watch and AirPods prices stayed flat, the price hikes target the most memory‑intensive products—MacBook Air, MacBook Pro, MacBook Neo and iPad lines. Counterpoint Research notes that memory and storage prices have quadrupled over the past three quarters as suppliers prioritize high‑bandwidth memory for AI servers【2】. Analysts estimate DRAM/NAND could rise from roughly 10‑15% of an iPhone’s bill of materials today to over 45% by 2027【2】, underscoring the long‑term exposure.
The stock’s near‑6% slide reflects investor concern that the price hikes may dampen upgrade cycles, especially as Apple’s hardware margins, though still strong (gross margin 38.7% in Q1), could be eroded if component costs continue to climb【2】. Micron, a key memory supplier, warned that the shortage could persist until 2028【1】, suggesting the pricing pressure may be protracted. IBM’s announcement of a sub‑1‑nm chip, which could eventually ease the memory crunch, is still five years away, leaving the short‑term environment dominated by “chipflation”【1】.
Apple’s price adjustments highlight how AI‑driven demand is reshaping the consumer‑electronics supply chain, turning a temporary component squeeze into a potential long‑term margin challenge. The market will gauge whether Apple can absorb the cost pressure without sacrificing demand, or if the higher prices will trigger a broader slowdown in premium hardware sales.
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AI-assisted synthesis by the TrendWatcher Editorial Desk · sourced from 2 outlets · Jun 25, 2026 · How we report
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Price increases were applied to the base models of MacBook Air, MacBook Neo, MacBook Pro, iPad Air, iPad Pro, HomePods, and Apple TV 4K, according to CNET.
Apple cited a surge in demand for memory and storage components, driven by AI data center growth, as the reason for the price hikes, per CNET.
No, the recent price adjustments exclude iPhones, as reported by CNET.
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