Earlier this month, Apple’s outgoing CEO Tim Cook stated that price rises were unavoidable due to unsustainable increases in memory chip expenses. Shortly afterward, the company increased costs for several Mac and iPad models while keeping iPhone prices the same.
Before the adjustments, Apple temporarily closed its online store, a step it often takes for product announcements. Upon reopening, Mac prices climbed 15 to 20 percent and iPad prices rose 15 to 25 percent. The changes also appeared on the company’s Indian online store, though iPhone pricing remained unaffected.
Analysts view the move as a direct result of AI infrastructure demands affecting consumer electronics. Francisco Jeronimo, vice president of client devices at IDC, noted that AI-related memory shortages are now influencing device prices at an unprecedented scale, and Apple is not exempt from these pressures.
He added that leaving iPhone prices unchanged reflects company priorities, since the device accounts for more than half of revenue. Apple appears focused on maintaining iPhone sales while evaluating pricing for future products.
The price revisions have also affected devices sold in India, with several Mac, iPad and HomePod models rising between 14 and 46 percent above original launch prices.
The HomePod Mini increased 45.87 percent from 10,900 rupees to 15,900 rupees. The larger HomePod rose from 32,900 rupees to 44,900 rupees. Among tablets, the 11-inch iPad Air climbed 30.82 percent from 64,000 rupees to 84,900 rupees, while the 11-inch iPad Pro moved from 99,900 rupees to 119,900 rupees.
In the Mac range, the entry-level MacBook Pro increased by 50,000 rupees to 239,900 rupees. The MacBook Air with 512GB storage rose by 18,000 rupees, and the MacBook Neo advanced from 69,900 rupees to 79,900 rupees, a 14.31 percent gain.
Jeronimo observed that raising the price of a fast-selling model such as the MacBook Neo indicates Apple expects continued demand despite higher costs.
Overall, smart speakers saw the largest percentage increases, while Macs and iPads rose between 15 and 31 percent. Jeronimo suggested Apple may face less impact than competitors because its customers are more premium-oriented and often use trade-in or installment options.
The increases stem from shortages of DRAM and NAND flash memory used in consumer devices. Strong demand from AI companies for data-center memory has reduced supply for electronics makers and driven component prices higher.
Apple indicated it can no longer absorb these costs and has passed them on selectively, sparing iPhones for now. Other manufacturers including Dell, HP and Lenovo have also warned of potential price effects from memory shortages. Apple is among the first major firms to publicly link broad retail price hikes to AI-driven memory constraints.
