Apple Increases Prices by Almost 20%
Apple Increases Prices by Almost 20%
https://hypebeast.com/2026/6/apple-increases-prices-20-percent-macbook-ipad-imac
Publish Date: 2026-06-26 08:23:00
Source Domain: hypebeast.com
Apple has raised prices on MacBook and iPad products worldwide by nearly 20% in some cases, citing an unprecedented surge in memory and storage chip costs driven by AI data centre demand
The MacBook Pro with 1TB of storage has risen to $1,999 USD from $1,699 USD in the US, while the Apple Neo laptop has increased from £599 GBP to £699 GBP in the UK
Apple stated it has shielded customers from component cost increases until now, but has reached a point where price rises on Mac and iPad are unavoidable
Apple has raised the prices of MacBook and iPad products worldwide, citing soaring memory and storage component costs tied to surging demand for chips powering AI data centres. The company described the situation as an unprecedented challenge, saying it had never seen component prices rise this much, this quickly, and confirmed it had previously absorbed cost increases before reaching a point where passing them on to consumers became unavoidable.
The specific driver is a supply and demand imbalance in the memory and storage chip market, particularly RAM, created by the rapid proliferation of data centres needed to support the AI boom. Taiwan Semiconductor Manufacturing Company, the world’s largest chipmaker and a supplier to Apple, Nvidia, and AMD, has separately indicated that inflation is pushing up its own cost of doing business, with TSMC’s Wendell Huang not ruling out further price increases in a BBC interview earlier in June. Apple’s outgoing chief executive Tim Cook had flagged the direction of travel beforehand, telling the Wall Street Journal that price increases were…
