Apple shares slide as chip shortage forces up to 25% price hikes on Mac and iPad

The tech giant passes severe memory component costs to consumers, signaling margin pressure and potential demand headwinds for its computing division.

By Handelsavisen Newsroom · Automated 2026-06-25 17:12 UTC · 1 min read

Apple Inc. shares fell in trading Thursday as the company confirmed it is raising prices on its MacBook and iPad product lines.

The price increases are a direct response to a severe global shortage of memory chips, which is driving up component costs across the semiconductor supply chain.

The price hikes, which entered into effect on the company's online store, apply globally and reach up to 25% on certain Mac and iPad models.

The price hikes, which entered into effect on the company's online store, apply globally and reach up to 25% on certain Mac and iPad models.

Notably, Apple has not raised prices on its iPhone, Apple Watch, or AirPods lines, suggesting the cost pressure is currently concentrated in its computing and tablet segments rather than its core smartphone business.

This move marks a significant escalation in the company's response to supply chain constraints.

By passing costs directly to consumers, Apple is attempting to protect its gross margins, but the strategy risks dampening demand for its higher-end computing devices.