San Francisco., Apple raised the prices of the iPad and MacBook and explained that it can no longer protect customers from the skyrocketing costs of memory chips and storage, driven by the expansion of data centers in the artificial intelligence (AI) sector.
The measure does not affect Apple’s main source of income, the iPhone. However, it will raise the starting price of the Neo, its cheapest cell phone, intended to gain market share against affordable laptops with Windows and Chromebook, from $599 to $699, months after its launch.
The rise shows that not even the world’s most valuable consumer electronics company, with supply chain relationships that are the envy of the industry, is immune to rising memory prices, which have clouded the sales outlook for mobile phones and personal computers.
Memory makers like Micron have prioritized orders from AI chip makers like Nvidia in recent months, helping them make record profits but leaving tight supply for electronics makers, which have been forced to raise prices.
“We have never seen the price of a component rise so much and so quickly,” Apple said in a statement. “So far we have protected our customers from these increases, but we have reached a point where we have to start raising prices on several products, including the iPad and Mac.”
Apple increased the price of the MacBook Air, with 512 gigabytes of storage, from $1,099 to $1,299, while that of the MacBook Pro, with one terabyte, went from $1,699 to $1,999, according to its website. The iPad Air, with 128 gigabytes, grew from $599 to $749, among other changes.
Apple also raised the prices of both versions of its HomePod smart speaker and its Apple TV set-top box. The company’s shares fell 2.8 percent in early trading.
Apple said in April that current inventories helped it keep its gross margins above Wall Street expectations, but that rising memory costs would begin to bite later this month and profitability was expected to decline slightly.
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