Apple has increased the prices of several of its products, including MacBooks, iPads and Apple TV devices, citing rising memory and storage costs driven by the global artificial intelligence (AI) boom.
The technology giant announced on Thursday that prices on its U.S. website had risen by between $30 and $300 across selected products. The 14-inch MacBook Pro now sells for $2,000, up from $1,700, while the iPad Air has increased from $600 to $750. The Apple TV streaming device now costs $200, compared with its previous price of $130.
Apple, however, left the price of its iPhone unchanged.
In a statement, the company attributed the increases to soaring costs of memory and storage components, which have been driven higher by the rapid expansion of AI data centres.
“The rapid expansion of AI data centres has created an extraordinary surge in demand for memory and storage. We have never seen a component price increase this much, this quickly,” an Apple spokesperson said.
The Cupertino, California-based company said it had absorbed the higher costs for as long as possible but could no longer shield customers from the impact.
Outgoing Chief Executive Officer Tim Cook had previously warned that price increases were becoming unavoidable as demand for memory chips continued to outpace supply.
He described the spike in component costs as a “hundred-year flood,” noting that prices of memory chips and RAM have risen by at least 50 per cent per quarter since late 2025.
The announcement comes ahead of a leadership transition, with John Ternus set to succeed Cook as Apple CEO on September 1, shortly before the company is expected to unveil its next generation of iPhones.
Source : AFP
