Apple has raised prices for several Mac and iPad models after a global shortage of memory chips pushed up production costs, highlighting how the rapid growth of artificial intelligence (AI) is beginning to affect consumer electronics.
The Cupertino, California-based technology company announced the increases on Thursday, saying demand for memory and storage chips used in AI data centres has surged to unprecedented levels. As technology companies invest billions of dollars in AI infrastructure, competition for key components has intensified, making them more expensive and harder to secure.
"We have never seen a component price increase this much, this quickly," Apple said in a statement. The company said it had absorbed rising manufacturing costs for as long as possible before deciding to increase retail prices.
The move makes several of Apple's most popular products significantly more expensive. The entry-level MacBook Neo now costs US$699, up from US$599. The 512GB MacBook Air has increased from US$1,099 to US$1,299, while the 1TB MacBook Pro now costs US$1,999, compared with US$1,699 previously.
The price rises also extend to the iPad lineup. The 128GB iPad Air now sells for US$749 instead of US$599, while the 256GB iPad Pro WiFi has increased from US$999 to US$1,199.
The announcement suggests the impact of the AI boom is spreading beyond data centres and chipmakers to everyday consumers. Advanced memory chips have become one of the most sought-after components in the technology industry as companies race to build AI systems, tightening supplies for manufacturers of personal computers and tablets.
Industry analysts believe the latest increases may not be the last. IDC analyst Nabila Popal said the price rises were larger than expected and indicated that iPhone Pro and Pro Max models could become up to US$200 more expensive later this year.
The higher prices could also test consumer demand at a time when many households remain cautious about spending on premium electronics. While Apple continues to benefit from strong demand for its products, customers upgrading to newer devices will now face noticeably higher costs.
Investors reacted negatively to the announcement. Apple shares fell 4.5 per cent, or US$13.29, to US$279.88 in Thursday afternoon trading, reflecting concerns that higher prices could weigh on future sales even as the company seeks to protect its profit margins.
