Apple's price increases for products like Mac, iPad, Apple TV, and HomePod signal that the chip shortage crisis will last at least until 2027. The key question is whether prices will decrease once the situation improves or if the new prices will become the standard.
Following Apple's quiet price hikes on multiple product lines on 25 June 2026—including MacBook Neo, MacBook Air, MacBook Pro, all iPad models, Apple TV 4K, HomePod, and Vision Pro—the Apple Store Thailand immediately adjusted prices to match those in the United States.
The price adjustment signals had actually appeared earlier when Tim Cook noted in last month's earnings call that significantly higher memory costs would increasingly impact Apple products. The announcement was not made via an event or statement but occurred when the Apple Store temporarily closed around 7:30 a.m. Eastern Time on 25 June, reopening about an hour later with updated prices.
Products not yet affected by this round of price increases include the iPhone, Apple Watch, and AirPods. However, analysts expect the iPhone 18 Series, launching in September, may also see price hikes.
Apple is not alone in raising prices. Previously, Microsoft, Samsung, Lenovo, HP, and Dell have made similar adjustments. In the Windows PC segment, RAM prices have increased three to fourfold, and SSDs two to threefold. Apple has managed to keep percentage increases lower, but due to its already high base prices, the absolute price increases are substantial.
This price adjustment is the first challenge for John Ternus, the new CEO set to take over in September 2026 from Tim Cook. Meanwhile, Micron, a major memory chip manufacturer, forecasts that the shortage will persist until at least 2027, meaning these new prices could become the standard for at least the next year and a half.
A key unanswered question remains: once the RAM shortage eases, will Apple reduce prices back to previous levels, or maintain the new pricing as the norm?