Apple raises prices on key MacBook and iPad models by up to 25% citing AI-driven component demand, triggering its largest single-day drop since April 2025.
Apple Inc increased prices on multiple Mac and iPad models, citing rising memory and storage costs driven by AI demand. The move marks the company’s first formal price adjustment to offset component expenses, with shares falling over 6% in response—the steepest decline since April 2025.
Price hikes ranged from 15% to 25%, including a $100 increase for the entry-level MacBook Neo to $699 and a $200 jump for the MacBook Pro 1TB to $1,999. The iPad Air 128GB rose from $599 to $749, while the iPad Pro Wi-Fi 256GB climbed to $1,199 from $999. Analysts noted average selling prices for Macs and iPads rose 15% to 25%.
Apple warned further price adjustments may follow, describing industry-wide supply challenges as “unprecedented.” The company’s online store was temporarily offline Thursday morning before updated pricing went live.