SAN FRANCISCO, June 25, 2026, 07:01 (PDT)
- Apple (NASDAQ:AAPL) bumped up some Mac and iPad prices by $100 to $300. No change to iPhone pricing.
- Mac and iPad accounted for $15.3 billion, or 13.8% of Apple’s sales in the March quarter. iPhone sales came in at $57.0 billion.
- Apple dropped nearly 4.8% to $278.93 at the start of U.S. trade.
Apple (NASDAQ:AAPL) bumped up prices on Macs, iPads and home devices Thursday, blaming sharp increases in memory and storage chip costs it says it can’t eat anymore. iPhone prices stay put. For investors that’s key—iPhones made up a bit over half of sales last quarter.
Apple lifted prices on higher-volume devices. The MacBook Air with 512GB jumped to $1,299 from $1,099, while the MacBook Pro with 1TB is now $1,999, up from $1,699. The 128GB iPad Air climbed to $749 from $599. The entry MacBook Neo has moved to $699 from $599, and the iPad Pro jumped $200 to hit $1,199.
Apple pulled in $15.3 billion from Mac and iPad sales in the March quarter out of $111.2 billion total revenue. That’s a $962 million jump from last year, making up about 6.1% of Apple’s revenue growth for the period, according to filings. iPhone brought in $10.2 billion.
The first price pass-through is hitting a smaller hardware group, not Apple’s big profit driver. Investors are watching to see if the same memory pressure could later affect iPhone prices, iPhone sales, or margins.
Apple shares fell 4.8% to $278.93 as of 06:46 PDT, off $14.15 from the previous close. The drop was bigger than the revenue share tied to the price-adjusted products.
Apple’s product gross margin hit 38.7% in the March quarter, compared with 35.9% the year before. The company said the gain was partly offset by higher costs and warned that gross margins could be volatile and face downward pressure in the future.
DRAM is driving up costs. TrendForce said contract prices for conventional DRAM jumped 93% to 98% in the first quarter from the prior period. Another 58% to 63% rise is expected for the second quarter. The group said PC and smartphone makers are facing tight supply as more new output gets routed to high-capacity server memory instead.
Micron Technology (NASDAQ:MU), a top memory provider for Nvidia (NASDAQ:NVDA) AI systems, put out its fiscal third-quarter numbers a day before. Revenue came in at $41.46 billion with a GAAP gross margin of 84.6%. CEO Sanjay Mehrotra said the quarter “showed the strategic value of memory in the AI era.” Reuters said customers locked in $22 billion worth of supply commitments. Micron Technology
Apple CEO Tim Cook warned back in April that “significantly higher memory costs” were coming for the company. He said after the June quarter, memory prices would have an “increasing impact” on Apple’s business. Reuters
Apple’s MacBook Neo price cut wipes out the $100 lead it had over Dell Technologies’ (NYSE:DELL) XPS 13, which Dell launched last month at $699, Reuters said. That hits Apple’s push for the low-end PC market.
Industry-wide demand looks weak. IDC is calling for global PC shipments to sink 11.3% in 2026, with smartphone shipments set to fall 13.9%. That would be the steepest annual drop for smartphones on record. “The era of ultra cheap smartphones is over,” said Nabila Popal, IDC’s senior research director. IDC
Creative Strategies CEO Ben Bajarin called the memory market “tough and remains structurally tough,” adding that competitors might “raise prices even more than Apple.” Reuters
