Apple shares hit worst session in over a year as memory chip shortages force Mac and iPad price hikes

The tech giant confirmed price increases of up to 25% on key product lines, marking its first official move to pass surging memory costs directly to consumers.

By Handelsavisen Newsroom · Automated 2026-06-25 20:30 UTC · 1 min read

Apple Inc. shares suffered their steepest decline in more than a year on Thursday, as investors digested the company's decision to raise prices on its MacBook and iPad product lines.

The move represents a significant shift in strategy, marking the first time the tech giant has officially passed higher component costs onto consumers in response to a severe global shortage of memory chips.

With memory chip costs surging, the company has implemented price increases of up to 25% on affected Mac and iPad models.

The repricing reflects mounting pressure on Apple's supply chain.

With memory chip costs surging, the company has implemented price increases of up to 25% on affected Mac and iPad models.

This direct pass-through of inflationary costs signals that component scarcity is beginning to erode the pricing power that has long protected Apple's margins.

Market reaction was swift and negative.