SAN FRANCISCO, June 27, 2026, 06:02 PDT
- Apple has hiked prices on Mac and iPad models, and costs went up on home products and Vision Pro too. iPhone prices did not move.
- Mac and iPad made up 13.8% of Apple’s sales in the March quarter, while iPhone brought in 51.3%, according to the company’s latest filing.
- TrendForce is looking for another 58%-63% jump in conventional DRAM contract prices for the June quarter.
Apple NASDAQ:AAPL is pushing through the memory shock in Macs, iPads and home devices, but not in the iPhone yet. That move hits harder at checkout than it does in Apple’s overall numbers. Macs and iPads brought in $15.3 billion last quarter, making up 13.8% of revenue. The iPhone was at $57.0 billion, or 51.3% of the March-quarter total.
All Wearables, Home and Accessories — including Watch, AirPods, and home devices — and categories affected by Thursday’s price change totaled $23.2 billion, or 20.9% of sales. That’s the investor focus: Apple starts with smaller hardware lines to test pricing before moving to the iPhone cycle.
At Apple’s current sales pace, each 100 bps of product gross margin brings in around $802 million in quarterly gross profit. Product gross margin stood at 38.7% for the March quarter, up from 35.9% the year before. Apple said higher costs took back some of the mix and currency benefits.
Apple bumped the base MacBook Neo to $699 from $599, while it lifted the 512GB MacBook Air to $1,299, up from $1,099. The 1TB MacBook Pro climbed to $1,999 from $1,699. The 128GB iPad Air jumped from $599 to $749, and Apple priced the 256GB iPad Pro Wi-Fi at $1,199, up from $999.
Apple bumped up prices worldwide on all Macs, iPads, home devices and Vision Pro, Bloomberg said. The company left iPhone, Apple Watch, and AirPods prices unchanged on Thursday.
Apple said the jump in component costs was unusual. “We had not seen component costs rise this much, this quickly,” the company said. CEO Tim Cook told analysts in April that memory costs would be “significantly higher.” Reuters
Upstream supply is driving it. TrendForce says conventional DRAM contract prices should jump 58%-63% quarter-on-quarter in Q2, as big suppliers keep pushing more shipments to higher-priced server markets.
Micron NASDAQ:MU and other big memory suppliers are putting AI chip orders from firms like Nvidia NASDAQ:NVDA at the front of the line. Micron reported $22 billion in long-term deals for memory from clients looking to secure supply.
Apple has scale that helps it manage surging memory costs, analysts told Reuters. “The memory environment is tough,” said Ben Bajarin, CEO of Creative Strategies. Rivals might have to hike prices more than Apple, the analysts said. Reuters
IDC’s Nabila Popal expects iPhone prices to go up later this year, maybe even by $200 for the Pro and Pro Max. “I think the days of $50 price increases are over,” Popal said. AP News
Apple faces a tougher call now than it did with the Mac and iPad. If it lifts iPhone prices, the company keeps margins healthier, but it could hurt demand for its top product. If Apple keeps iPhone prices flat, more of the DRAM and NAND costs will hit its product gross margin.
Apple shares dropped 6.15% to $275.15 Thursday after recent price moves. The stock then was last seen trading at $283.78, up 2.5% from the day before and valuing Apple near $4.18 trillion.
Apple’s iPad Pro starts at $1,199 on its online store, with iPad Air priced from $749, iPad from $449, and iPad mini starting at $599.
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