Apple has sharply increased prices of Mac computers, iPads and several other products worldwide, citing an unprecedented surge in memory and storage costs driven by the rapid expansion of artificial intelligence (AI) data centres. While the increases affect customers globally, Indian buyers are facing substantially steeper hikes than those in the US, prompting concerns that similar price increases could spread across the consumer electronics industry.
The move marks Apple's first major price revision directly linked to the AI-driven memory shortage that has disrupted the global semiconductor supply chain over the past year. Industry analysts believe the increases are unlikely to remain confined to Apple, with other PC, tablet and consumer electronics manufacturers expected to follow suit.
Notably, Apple has left iPhone prices unchanged for now, shielding its largest revenue generator from immediate cost pressures.
AI Boom Reshapes Memory Market
Apple says surging demand from AI infrastructure has fundamentally altered the economics of memory chips used across consumer electronics.
"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 company says it absorbed higher component costs for as long as possible before concluding that price increases had become unavoidable.
According to industry estimates, memory chip prices have risen more than four-fold since the final quarter of 2025 as semiconductor manufacturers increasingly prioritise high-margin orders from AI chipmakers and hyperscale data-centre operators.
Suppliers such as Micron have redirected production capacity towards AI-related demand, reducing supplies available for manufacturers of laptops, tablets and other consumer devices.
Macs and iPads Become Costlier
Apple has raised prices across much of its Mac and iPad portfolio.
In the US, price increases range from around US$30 to US$300, depending on the model.
Some of the key revisions include:
• 14-inch MacBook Pro: US$1,700 to US$2,000
• iPad Air: US$600 to US$750
• iPad Pro: US$1,000 to US$1,200
• Apple TV: Significant price increase
• Entry-level MacBook Neo: US$599 to US$699
Indian Buyers Hit Harder
The increases in India are considerably steeper.
Revised prices on Apple's India website show many Mac and iPad models becoming between 15% and nearly 60% more expensive.
Some of the largest increases include:
• MacBook Air: ₹119,900 to ₹149,900 (25%)
• MacBook Pro 14-inch: ₹189,900 to ₹239,900 (26%)
• iMac: ₹134,900 to ₹174,900 (nearly 30%)
• Mac mini: ₹59,900 to ₹94,900 (over 58%)
• iPad Pro 11-inch: ₹99,900 to ₹139,900 (40%)
• iPad Air: ₹64,900 to ₹89,900 (38.5%)
• Standard iPad: ₹34,900 to ₹49,900 (43%)
• Apple TV 4K: ₹14,900 to ₹25,900 (around 74%)
For several premium models, buyers will now pay ₹30,000-₹50,000 more than before.
Industry observers say the increases in India exceed those in many other markets because Apple appears to have revised not only product prices but also the exchange-rate assumptions used for pricing.
For years, Apple effectively priced many products in India using an exchange rate of around US$1 to ₹100. That benchmark now appears to have changed, resulting in substantially higher retail prices.
Upgrades Also Become More Expensive
The impact extends beyond base models.
Apple has also raised prices for memory and storage upgrades purchased through its online store.
Memory upgrades that previously cost around ₹20,000 are now priced at about ₹24,000, while higher-capacity storage options have become even more expensive.
As a result, buyers opting for additional RAM or storage will face significantly higher costs.
Industry-Wide Impact Expected
According to market sources, the current shortage is fundamentally reshaping the economics of consumer electronics manufacturing.
As AI companies build massive data centres requiring enormous volumes of high-performance memory chips, consumer electronics manufacturers are increasingly competing for the same components.
Research firms believe this is no longer a temporary disruption but a structural shift in the semiconductor industry.
Counterpoint Research says higher bill-of-material costs are likely to persist, prompting manufacturers to focus increasingly on premium devices featuring AI capabilities, OLED displays and higher-end specifications to protect margins.
Notebook shipments are expected to slow after a strong 2025, although premium AI-enabled laptops are still projected to grow. Tablet shipments may also moderate because of inventory adjustments and elevated memory costs, even as demand for premium devices remains relatively resilient.
Several PC manufacturers have already raised prices multiple times this year, and further increases are expected if memory costs continue to climb. Some brands are also likely to reduce promotional discounts and shift their product portfolios towards premium devices that can better absorb higher component costs.
Indian Consumers Face Higher Bills
Market researchers note that Apple was among the last major brands to pass higher memory costs on to customers, having absorbed rising input costs for several months.
For Indian consumers, the timing is particularly significant. Students preparing for the academic season, professionals upgrading laptops and creative users purchasing high-end Macs and iPads are likely to face substantially higher expenses.
Those planning to customise devices with additional memory or storage will be hit even harder because upgrade prices have also increased.
Although iPhone prices remain unchanged for now, analysts believe continued pressure on memory supplies could eventually affect a much wider range of consumer electronics if shortages persist.
Apple acknowledged that the price increases would disappoint customers but said it is continuing to work with suppliers to address ongoing supply-chain constraints.
The latest revisions underline how the global AI boom is beginning to affect ordinary consumers, with investment in artificial intelligence driving up the cost of everyday technology products far beyond the data-centre industry.
