Apple Shares Slide 6.4% as Company Plans 15%–25% Hardware Price Hikes
AAPL•Shares of Apple fell 6.4% last week after the company announced 15%–25% price increases on Macs, iPads and accessories. Morgan Stanley warned these unprecedented hikes aim to preserve gross margins against record memory cost inflation.
1. Stock Performance Decline
Apple shares declined 6.4% over the past week, marking the largest weekly drop since early 2025. The sell-off followed investor concerns that higher hardware prices could weigh on demand.
2. Hardware Price Increases
The company disclosed plans to raise prices on Mac computers, iPads and accessories by 15%–25%, the largest single-cycle increase in at least 15 years outside of isolated model changes. The adjustments will roll out in several markets beginning in the third quarter.
3. Margin Defense Rationale
Analysts note the price hikes are designed to offset record memory chip cost inflation, with Apple defending its gross margins rather than simply passing costs to consumers. This strategy reflects expectations that elevated component expenses will persist through 2027.
