Apple raises device prices as memory shortage hits consumer tech
Apple increased prices on Macs, iPads, HomePods and Vision Pro, The Verge reported, as a RAM shortage pushes costs across the industry.
By Hana Yoshida · Markets Reporter
3 min read
Apple raised prices across several major product lines, a move The Verge reported as a sign that the memory shortage is now pressing one of consumer tech’s strongest buyers. The increases cover Macs, iPads, HomePods and Vision Pro, while the iPhone line has not been changed for now, according to The Verge.
The Verge reported that prices rose by hundreds of dollars in many cases. One cited example was the MacBook Neo, whose starting price increased from $599 to $699, removing one of the product’s central selling points.
The shift stands out because Apple usually keeps prices steady on current products, according to The Verge. The company typically changes pricing when it introduces a new model, while current iPads, Macs and other devices tend to hold the same Apple Store price until replacement hardware arrives.
The Verge said Apple’s scale and margins have often helped it absorb supply-chain cost swings better than smaller rivals. That makes the current round of increases notable, because Apple is raising prices on products already in the market rather than waiting for new versions.
Memory costs spread through devices
The Verge connected Apple’s move to a broader RAM and memory shortage that has already affected other hardware makers. Game consoles have been among the clearest examples, with The Verge citing price increases for PlayStation, Xbox, Nintendo Switch and Steam Deck hardware that were attributed to memory costs.
Laptops have also been hit, according to The Verge, which pointed to earlier Surface price increases at Microsoft. The same pressure has reached phones, though the effects vary by company and product.
The Verge said Google’s Pixel 10A stayed at the same price as the Pixel 9A, while offering limited changes from the earlier model. Samsung’s Galaxy S26 lineup, by contrast, was described by The Verge as shipping with less storage and higher prices than the prior generation.
Premium hardware faces tougher timing
The timing is difficult for companies with pricier devices already in development, The Verge reported. Product plans in consumer electronics often take years, meaning companies may be bringing expensive hardware to market during a period of higher component costs.
The Verge pointed to several examples. Apple is rumored to be preparing a folding iPhone that could become its most expensive iPhone if released, Valve launched its Steam Machine at twice the price of a PS5, and Samsung introduced the Galaxy Z Trifold at a very high price, according to The Verge.
The Apple increases also show how broad the memory shortage has become, The Verge reported. A company known for tight control over pricing and large purchasing power is now passing some of those costs to buyers across multiple categories.
For consumers, the immediate effect is clear: several Apple products now cost more than they did before the change. For the broader tech market, The Verge’s reporting points to a year in which memory costs are shaping prices for computers, consoles, tablets and phones alike.
This story draws on original reporting from The Verge.