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Apple’s Full Statement on Yesterday’s Price Increases

Apple issued a statement explaining that surging demand for memory and storage from AI data centers has driven an unprecedented component price increase. The company said it has shielded customers from these costs until now, but must begin raising prices on products like iPad and Mac.

Background

Apple issued a rare public statement explaining why it raised prices on iPads and Macs in June 2026. The company blames a surge in memory and storage component costs, driven by the boom in AI data centers — which consume huge amounts of high-bandwidth memory and SSDs. This is notable because Apple rarely comments on pricing decisions, and because it signals that the AI infrastructure buildout (led by companies like Microsoft, Google, Amazon, and Meta) is now materially affecting consumer hardware costs. Historically, Apple has absorbed or smoothed over component price fluctuations; saying it can no longer do so suggests this is not a typical supply cycle. The statement does not mention iPhone, leaving open whether those prices will rise later.

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