Apple has raised prices on multiple MacBook and iPad models, with some products increasing by as much as $300. The company attributes the decision to an unprecedented surge in the cost of memory and storage chips, fueled by massive global investment in artificial intelligence data centers.
CEO Tim Cook described the situation as a "hundred-year flood," saying he has "never seen anything like it" in more than 40 years working in the technology supply chain. Apple had previously absorbed rising component costs, but Cook said doing so is no longer sustainable.
The price increases affect several MacBook and iPad models, while iPhone pricing has remained unchanged for now. However, Apple has indicated that additional products could see higher prices if memory costs continue to climb. Industry analysts say the AI boom has dramatically tightened global chip supplies, forcing even major technology companies to pass increased costs on to consumers.
