Apple Raises Mac and iPad Prices on DRAM Shortage; Shares Drop 6%
AAPL•Apple raised worldwide starting prices on Mac and iPad, with the MacBook Neo rising from $599 to $699 and the 13″ MacBook Air climbing to $1,299. Shares fell nearly 6% as investors questioned whether record DRAM price surges will suppress upgrade demand during shortages forecast into 2028.
1. Price Adjustments
Apple globally raised starting prices on five Mac and iPad models, with the MacBook Neo up $100 to $699, the 13″ MacBook Air up $200 to $1,299, the entry 14″ MacBook Pro up $300 to $1,999, the iPad Air 128GB up $150 to $749, and the iPad Pro 256GB up $200 to $1,199.
2. DRAM Cost Surge
Contract prices for DRAM used in PCs and mobile devices roughly doubled in the first quarter due to surging AI data center demand and redirected supply by major memory makers, inflating upstream component expenses for Apple.
3. Market Reaction
Apple shares dropped nearly 6% on the price hike announcement as investors questioned whether higher device costs could curb upgrade demand and weigh on revenue growth in coming quarters.
4. Supply Outlook
Memory suppliers warn the shortage could last into 2028, leaving Apple’s incoming CEO to manage continued cost pressures and potential further price increases across the product lineup.
