Apple has implemented price increases of up to 25% on its Mac and iPad product lines, citing a severe global shortage of memory chips that is driving up component costs.
The move marks a significant escalation in the company's response to supply chain pressures, ending a prolonged period where the firm largely froze prices despite adding new features to its devices.
Shares of Apple fell in trading Thursday as investors digested the confirmation of the price hikes.
The repricing reflects growing concern that the memory chip shortage is not only constraining supply but also eroding the pricing power that has long protected Apple's margins.
The decline underscores the market's sensitivity to any signal that hardware demand or profitability could be compromised by upstream semiconductor constraints.
The price adjustments are a direct response to the ongoing scarcity of memory chips, a critical component in Apple's computing and tablet devices.