Apple Raises MacBook, iPad Prices Due to AI-Driven Memory Costs; Xbox Also Affected

Apple has increased prices for its MacBook computers, iPad tablets, and other products, citing rising memory and storage costs driven by AI expansion. For example, on Apple’s Ireland website, the 14-inch MacBook Pro rose from €1,949 to €2,249, and the iPad Air increased from €679 to €839. The Apple TV streaming device with Ethernet also saw a price hike from €189 to €299. The iPhone’s price remains unchanged for now.

These price adjustments are the first concrete changes following outgoing CEO Tim Cook’s warnings about escalating costs. Apple shares dropped over 4.7% after the announcement. An Apple spokesperson stated, «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.» The company, which recorded $416 billion in revenue last fiscal year, noted it could no longer shield customers from these increases.

Microsoft also announced it would raise Xbox video game console prices worldwide by $100 to $150 starting August 1, attributing this to AI-fueled component cost surges. This marks the third Xbox price increase after global hikes in May 2025 and a US-specific one in October. Tim Cook previously told The Wall Street Journal that price increases were «unavoidable» due to reduced supply and significant component cost hikes, calling the situation a «hundred-year flood.» John Ternus will succeed Cook as CEO on September 1.