Memory Shortage Forces Epic Apple Price Hikes: Will Product Price Increases Drag Down Shipments and Full-Year Performance?
TradingKey - On June 25, Apple officially announced its largest price hike in recent years, implementing global price increases for MacBooks, iPads, and certain smart home devices, with hikes ranging from 17% to 54%. Among them, the MacBook Air 512GB rose from $1,099 to $1,299; the iPad Air increased from $599 to $749; and the Apple TV price leaped from $129 to $199, a surge of up to 54%. Apple stated in its announcement that "the rapid expansion of AI data centers has caused an extraordinary surge in demand for memory and storage," and that the company has "never seen the price of a component rise so much, so fast." Following the announcement, Apple's stock price fell more than 6% on the day, as the market widely believed that raising product prices would impact sales volume.