Apple raises MacBook and iPad prices due to memory shortage

What happened?

On June 25, 2026, Apple applied price increases to most of its Mac and iPad products, as confirmed by The Verge and 9to5Mac. The increases are as follows:

• MacBook Neo: from $599 to $699 (+$100)
• MacBook Air: from $1,099 to $1,299 (+$200)
• MacBook Pro 14-inch: from $1,699 to $1,999 (+$300)
• iPad Air: from $599 to $749 (+$150)
• iPad Pro: from $999 to $1,199 (+$200)
• Mac Studio M4 Max: from $1,999 to $2,499 (+$500)
• Mac Studio M3 Ultra: from $3,999 to $5,299 (+$1,300)

According to Bloomberg, the company attributes the move to the global shortage of RAM and flash storage, which has raised component costs. iPhones, Apple Watch, and AirPods have not been affected.

Why is this important?

This move marks the first widespread price increase on Mac and iPad products since the pandemic. The memory shortage is not new: in 2021-2022, RAM and NAND prices rose due to high demand and supply issues. However, Apple had managed to keep prices stable until now. The 30% increase on the Mac Studio M3 Ultra is particularly striking and could indicate that the component crisis is worsening.

For consumers, this represents a significant increase in the cost of entry into the Apple ecosystem. Businesses and professionals who depend on these devices will see their upgrade costs rise. Additionally, the increase could trigger a domino effect among other manufacturers.

Historically, Apple has been reluctant to raise prices so abruptly. During the 2021 semiconductor crisis, the company absorbed much of the cost increase, thanks to its bargaining power with suppliers and high margins. However, the current memory shortage is particularly severe: according to TrendForce, DRAM prices rose 15% in the second quarter of 2026 and another 10% increase is expected in the third quarter. NAND memory has also risen 20% year-over-year. This has led Apple to pass the cost on to consumers, a decision it had not made since 2018, when it raised MacBook Pro prices in some markets due to increased Retina panel costs.

The increase also has strategic implications. Apple may be using this moment to reposition its product lineup, pushing users toward more expensive models or services like iCloud+ or Apple One, which generate recurring revenue. Additionally, by not touching iPhone prices, the company protects its flagship product, which accounts for more than 50% of its revenue.

Market consequences

In the short term, competitors like Dell, HP, and Lenovo are likely to adjust their prices as well if the shortage persists. Users may delay purchases or seek alternatives in the second-hand market. Apple, for its part, may be protecting its margins in an inflationary environment, but it risks losing market share in price-sensitive segments like education.

The impact on the education sector is especially relevant. Schools that use iPads and MacBooks for learning programs could face tighter budgets. According to IDC data, Apple holds about 25% of the U.S. education tablet market, and a 20% increase on the iPad Air could lead some institutions to consider cheaper alternatives like Chromebooks. In the professional segment, design studios, video editing houses, and software developers that rely on Mac Studio and MacBook Pro will see their replacement costs rise. A studio with 10 Mac Studio M3 Ultra stations would go from costing $39,990 to $52,990, an increase of $13,000.

In the consumer market, the increase could dampen demand at a time when global inflation is already affecting purchasing power. According to a survey by Consumer Intelligence Research Partners, 40% of Mac buyers said they would reconsider their purchase if prices rose more than 10%. With increases of 10% to 30%, many are likely to delay upgrades or seek deals on refurbished models.

For investors, the move is mixed. On one hand, it protects Apple's gross margins, which were 44.5% in the last quarter, according to its earnings report. On the other hand, it could reduce sales volume. Morgan Stanley analysts estimate that every 10% increase in the average selling price of Macs reduces demand by 5% in the short term. However, Apple's installed user base is loyal, and many may absorb the increase.

“Apple has increased prices by 10% to 30% on its main Mac and iPad lines, according to reports from The Verge and 9to5Mac. The move responds to the memory shortage, but could also be a strategy to maintain profitability amid rising costs.”

The increase also affects brand perception: Apple has always been premium, but these hikes could alienate mid-range consumers. On the other hand, investors will likely view margin protection favorably.

What should readers know?

If you are considering buying a Mac or iPad, the timing is not ideal. Prices have gone up and are unlikely to drop in the short term. Students and educators who rely on educational discounts should check whether the new prices also apply to those channels. Additionally, it is worth watching for potential deals from authorized resellers that still have stock at previous prices.

In the long term, the memory shortage could ease if new manufacturers increase production, but there are no clear signs of improvement yet. Apple may be using this situation to encourage purchases of more expensive models or services like iCloud. As an alternative, consumers can consider buying refurbished models directly from Apple, which typically offer 15-20% discounts and come with a warranty. It is also possible that in the coming months, carriers or retailers will offer deals to move old inventory.

For businesses, it is advisable to evaluate the possibility of renting equipment or using leasing programs, which allow cost distribution. Additionally, it is worth reviewing actual hardware needs: perhaps a base MacBook Air is sufficient for many tasks instead of a Pro. In any case, Apple's decision to raise prices reflects tensions in the global supply chain that are likely to continue through the rest of 2026.