GoKawiilApple on Thursday announced price hikes on MacBooks and iPads, its first formal move to pass higher memory and storage costs on to consumers after CEO Tim Cook said increases had become unavoidable.
Shares of the company closed more than 6% lower on Thursday after the price change, the worst fall since April 2025.
Here are the latest changes from Apple:
MacBook Neo entry $599 increasing to $699
MacBook Air 512GB $1099 increasing to $1299
MacBook Pro 1T $1699 increasing to $1999
iPad Air 128GB $599 increasing to $749
iPad Pro Wifi 256GB $999 increasing to $1199
Apple's online store briefly went down Thursday morning and updated with the price changes.
"The consumer electronics industry is facing an unprecedented challenge," the company said in a statement. "The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. We have never seen a component price increase this much, this quickly."
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