Apple increased prices Thursday on numerous products including MacBooks, iPads, HomePods and Apple TVs. The company attributed the hikes to surging costs for memory and storage chips amid high demand from AI data centers. iPhone prices remain unchanged for now.
The price changes took effect on Apple's online store after a brief outage Thursday morning. An entry-level MacBook Neo rose from $599 to $699. The basic iPad increased from $349 to $449, while various iPad Pro and MacBook Pro models saw jumps of $200 to $300.
Apple confirmed the adjustments in a statement, noting it had "never seen a component price increase this much, this quickly." Outgoing CEO Tim Cook had warned last week that such increases were "unavoidable" due to the memory shortage.
Refurbished Macs and iPads at Apple's Certified Refurbished store also carry higher prices, with some rising 6 to 15 percent. Retailers including Amazon continue to offer some devices at prior prices during Prime Day sales that end June 26.
Analysts expect further increases could affect iPhones when new models launch in the fall.
