Cupertino-based Apple raises hardware prices amid chip crunch
PUBLISHED Jun 27, 2026, 10:40 AM ET
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Cupertino, California – Apple sharply increased prices across most of its hardware lineup on Thursday, June 25, citing an unprecedented spike in memory and storage chip costs driven by surging AI data-center demand. The MacBook Neo, introduced earlier in 2026 at $599 as Apple’s entry-level laptop, now starts at $699, while the 13-inch and 15-inch MacBook Air models each rose by $200 to $1,299 and $1,499 respectively. A fully loaded 16-inch MacBook Pro with maximum memory and storage now costs $9,999. iPad prices climbed as well, with the 11-inch iPad Pro moving from $999 to $1,199, the 13-inch iPad Pro from $1,299 to $1,499, and the 11-inch iPad Air from $599 to $749. Cupertino, California – Apple said the changes reflect soaring component costs caused by an extraordinary shortage of memory and storage chips as AI data centers rapidly expand, adding that it had absorbed higher costs for as long as possible before passing them on to consumers. Customers are now paying between 15% and 54% more for essentially identical hardware compared with earlier this year, and the iPhone, Apple Watch, and AirPods were not affected in this round of adjustments, though Apple left open the possibility of further increases. The company’s online store briefly went offline before returning with updated pricing, and Apple shares closed down 6.15% at $275.15, the stock’s largest single-day decline since April 2025.
By James Porter | JQJO News
Timeline of Events
- Earlier in 2026 MacBook Neo introduced at $599
- Earlier this year Previous Apple hardware prices effective
- Thursday morning Apple online store goes offline
- Thursday, June 25 Store returns with higher prices
- Thursday, June 25 MacBook and iPad prices increase
- Thursday, June 25 Apple blames AI data centers
- Thursday, June 25 iPhone and Watch prices unchanged
- Thursday, June 25 Apple shares close down 6.15 percent
News Intelligence
- Your favorite Apple gadgets just got pricier. If you were planning to buy a MacBook or iPad, expect to shell out 15% to 54% more. iPhones, Apple Watches, and AirPods are safe for now, but future price hikes aren't off the table. Check your budget before hitting 'buy'.
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