Apple is raising prices of multiple key products as a pass-through of skyrocketed memorgy costs; While Microns seems to hold a different view.
Apple vs Micron - Who Stands for the Truth?
Apple raises prices of MacBooks, iPads as memory costs skyrocket
SAN FRANCISCO, June 25 (Reuters) - Apple raised iPad and MacBook prices on Thursday, saying it could no longer shield customers from soaring memory and storage chip costs driven by the AI industry's datacenter buildout.The move does not affect Apple's main cash cow, the iPhone. But it would take starting price of the Neo - its lowest priced laptop aimed at winning marketshare from affordable Windows and Chromebook laptops - from $599 to $699 months after launch.
The increase shows even the world's most valuable consumer electronics company with supply chain relationships that are the envy of the industry is not immune to a memory price surge that has dulled the outlook for smartphone and PC sales.Memory makers such as Micron have in recent months prioritized orders from AI chipmakers like Nvidia, helping them earn record profit but leaving little supply for electronics makers that have been forced to increase prices."We have never seen a component price increase this much, this quickly," Apple said in a statement. "We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today's increases for iPad and Mac."
Micron Suggests Apple Helped Cause Memory Price Crisis
As one of Apple’s suppliers, however, Micron sees the situation differently. Speaking to the Wall Street Journal and without naming names, Micron CBO Sumit Sadana implied that Apple is partly to blame for the current situation.
In an interview Wednesday night, Micron Chief Business Officer Sumit Sadana said the company couldn’t make investments during the memory market’s last downturn, when Micron’s gross profits went negative, in part because certain customers took advantage to pay rock-bottom prices.
“We told a couple of the customers who were being very aggressive with pricing at that time that this is not constructive,” he said, without naming Apple, adding that low prices discouraged capital investments. “A lot of the industry investments got shut down in 2023 because of really poor pricing and really poor margins.”
Source：
- Apple raises prices of Macbooks, ipads as memory costs skyrocket, June 25, 2026: https://www.reuters.com/world/asia-pacific/apple-raises-prices-macbooks-ipads-memory-costs-skyrocket-2026-06-25/
- The interview sourced from WSJ interview, June 24,2026
