Apple raises Mac and iPad prices as memory chip crunch hits 'unprecedented' levels

"In 40 years, I have never seen a price surge and supply shortage like this in any industry." — Apple CEO Tim Cook, Wall Street Journal interview, June 17

Apple, unable to escape the global memory chip shortage, has raised prices on its MacBook and iPad lineups — roughly 10 days after Cook warned that price increases were "unfortunately unavoidable."

Attention is now turning to whether the iPhone, set to launch in the second half of this year, will face the same fate.

Apple raised prices on MacBooks and iPads by up to $300, according to industry sources Friday.

MacBook prices rose by $100 to $300, while iPad prices increased by $100 to $200. The MacBook Pro went up $300, from $1,699 to $1,999, and the MacBook Air rose $200, from $1,099 to $1,299.

The budget-oriented MacBook Neo also saw a price increase, climbing from $599 to $699 just three months after its March launch. In South Korea, the price rose 200,000 won ($130), from 990,000 won to 1.19 million won.

The top-of-the-line 16-inch MacBook Pro has soared to $9,999, or 16.99 million won in South Korea.

Across the iPad lineup, the entry-level iPad rose by $100, the mid-range iPad Air by $150, and the flagship iPad Pro by $200.

Apple said in a statement that "the rapid expansion of AI data centers has caused an unprecedented surge in demand for memory chips and storage, driving component costs to extraordinary levels," adding that it had "reached a point where price adjustments on some products are unavoidable."

Cook had signaled the move in his June 17 WSJ interview, saying the company had "done everything possible to minimize the enormous cost increases being passed on to us and to protect consumers, but the situation has become unmanageable." He called price increases "unfortunately unavoidable."

He likened the recent spike in memory prices to a "once-in-a-century flood," saying he had "never seen anything like this in any industry in over 40 years." The remarks underscored the severity of the component cost surge.

Apple had long resisted price pressure, holding the line through last year's iPhone 17 launch and touting the resilience of its supply chain. But the relentless climb in memory prices ultimately forced the company to relent.

Industry watchers say an iPhone price hike is only a matter of time, following the increases already applied to Mac and iPad products.

The Wall Street Journal projected that the iPhone 18 Pro, expected to launch in the second half of this year, could cost more than $200 above its predecessor, given the outlook for memory and other component prices. With the iPhone 17 Pro having launched in South Korea at 1.79 million won, the new model could exceed 2 million won.