Apple's stock closed down 6.15% on Thursday after the company raised prices on several products and hinted at more increases, its worst fall since April 2025

Apple on Thursday announced price hikes on MacBooks and iPads, its first formal move to pass higher memory and storage costs on to consumers after CEO Tim Cook said increases had become unavoidable.

CNBC 2026-06-26 MacKenzie Sigalos

Context & Ripple Effects

Related coverage identifies this as Apple’s formal pass-through of sharply higher memory and storage costs into Mac and iPad pricing, while leaving the iPhone unchanged. The immediate market reaction made it Apple’s steepest single-day stock decline since April 2025.

Earlier coverage tied another sharp Apple sell-off to regulatory scrutiny and delayed AI features; this episode instead puts hardware costs and pricing power at the center of investor concern. Subsequent AppleCare+ increases for new Mac and iPad sign-ups extend the repricing beyond device list prices.

First-order effects

MacBook and iPad buyers face higher upfront prices, while Apple shifts part of its component-cost increase from hardware margins to customers.
The 6.15% stock decline signals that investors are treating the price move and the prospect of further increases as a near-term demand and profitability risk.

Second-order effects

Higher device prices can make upgrade decisions more sensitive to price, especially for customers choosing among Mac, iPad, and other computing devices; Apple’s decision not to raise iPhone prices concentrates that pressure on those product lines.
The later AppleCare+ increase for new Mac and iPad customers means the higher cost base may be reflected in both purchase and ownership costs, rather than being contained to the devices alone.

Third-order effects

If component inflation persists, premium-device makers may increasingly have to choose between protecting margins through price increases and protecting unit demand by absorbing costs—a trade-off investors will scrutinize product by product.
Apple’s selective approach—raising Mac and iPad prices while holding iPhone pricing—suggests hardware pricing may become more segmented by product category and perceived demand resilience, rather than moving uniformly across a portfolio.

The trend: This is one data point in a broader shift toward selective consumer pass-through of electronics component costs, with pricing decisions becoming a more visible test of hardware makers’ demand resilience.

Discussion

r/stockstobuytoday r on reddit
Apple posts worst day in over a year after MacBook and iPad price hikes
@markgurman Mark Gurman on x
BREAKING: Apple raises Mac, iPad and Home device prices in light of extreme memory and storage shortages. “We know this is not welcome news, and we are working tirelessly to find solutions,” Apple says.
@neilcybart Neil Cybart on x
In an unprecedented move reflecting the worsening memory crisis, Apple has raised product prices mid-cycle across several product categories. Macs, iPads, TV & Home hardest hit. No change to iPhone, Watch, AirPods (for now). We haven't seen anything like this in modern Apple. [im…
@zollotech Aaron Zollo on x
The real question is are the Apple price increases and other increases due to memory shortages worth the AI it is being used for or would we rather get rid of AI and have cheaper prices?
@immasiddx Sid on x
Hot take: If Apple has the balls to raise the prices of their products, they should also have the balls to increase trade-in values for older devices. [image]
@snazzylabs Quinn Nelson on x
An Apple TV with Ethernet is TWO-HUNDRED FIFTY DOLLARS HAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAH AHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAH AHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAHAH AHAHAHAHAHAHA no
@markgurman Mark Gurman on x
I don't think the Mac or iPad price increases are going to be shocking or incredibly deterring to customers. But the smart speaker and TV box markets are so commoditized that these HomePod and Apple TV price hikes could drive people to cheaper Google and Amazon alternatives.
@snazzylabs Quinn Nelson on x
Hey remember that 6-month stretch when Apple computers were the best deals in the computer industry? That was fun.
@pmarca Marc Andreessen on x
The infernal fascist disinformation machine that is destroying our democracy and ruining our society must be CHEAPER.
@rsgnl Joe Rossignol on x
My guess is that Tim Cook's price increase warning issued a week ago probably moved up a ton of (panic-induced) sales/demand into this quarter, which will result in Apple reporting an absolutely banger quarter. Apple already forecasted a record Q3 FY26 well before this situation.
@signulll @signulll on x
we're now in the timeline where hardware appreciates in value. which is pretty ridiculous.
@parkerortolani Parker Ortolani on x
none of the current iPads are a good value now at these prices, especially the iPad and iPad Air HomePod mini and Apple TV increases are frankly ridiculous too wish they hadn't waited so long and instead gradually raised prices over time with new releases or had just done it
@sensanders Sen. Bernie Sanders on x
Corporate greed is Tim Cook, the billionaire Apple CEO, claiming that hiking prices on Apple products by over $200 is “unavoidable” after it made $112 billion in profits last year & spent $310 billion on stock buybacks. These price hikes aren't unavoidable. They're unacceptable…
@munster_gene Gene Munster on x
$AAPL trading down 5% on the news of an average Mac weighted price increase of about 17% (factoring in mix) feels like an overreaction on fears of demand destruction. My take is for the most part, demand for Apple products are inelastic, that is a large change in price has a
@zerohedge @zerohedge on x
*APPLE SHARES CLOSE DOWN 6.1% IN BIGGEST DROP SINCE APRIL 2025 China's memory makers are waiting by the phone
@varunkrish Varun Krishnan on x
One thing is for sure. Second hand and grey market is going to thrive!
@signulll @signulll on x
today apple closed the store down for a, checks notes, *reverse sale*. lots of ppl argued with me that apple would absorb prices but that was clearly not the case. i have never seen a single important entity raise prices swiftly like this ever.. in some cases near 50%!
@markgurman Mark Gurman on x
Also, the Apple TV and HomePod mini haven't been updated in half a decade. We're not talking about cutting edge tech in those devices. It's almost like those hikes are to offset the $100-$200 Mac increases that honestly could have been a lot higher.
@paultassi Paul Tassi on x
At what point are these tech giants just punching themselves in the crotch by relentlessly pursuing AI
@elonmusk Elon Musk on x
Tim Cook, who told The Wall Street Journal that the jump in costs was unlike anything he had seen “in any area in over 40 years.” Biggest price jump in anything I've ever seen too. https://www.wsj.com/...
@benz145 Ben Lang on x
A lot of people are waiting for RAM prices to “go back down.” They may be waiting for a market that isn't coming back. The more likely path is that prices keep climbing. There's an inherent issue with comparing what something “could have cost” to what something actually costs.
@patrickmoorhead Patrick Moorhead on x
Memory makers strike back and finally reaches Apple. Most all of @MicronTech's revenue gains this quarter were from price hikes, NOT from unit increases. Does it stink that price hikes impact OEMs and consumers? Yes. BUT, when memory makers were -80% grows margins, the OEMs were
@rsgnl Joe Rossignol on x
On a human level, it's hilarious that Tim Cook says price increases were “unavoidable” when Apple was probably going to report tens of billions of dollars in profit this quarter even if it stuck with the old prices. On a capitalism/business level, I obviously understand.
@raywongy Ray Wong on x
These new Apple price hikes suck for consumers. But we're living through a memory crisis because AI data centers have bought up all supply. Here breakdowns for the Apple price increases across Mac, iPad, HomePod, Apple TV 4K, and Apple Vision Pro Macs: • MacBook Neo (256GB [image…
@josesaezmerino Jose on x
My main worry about Apple increasing prices is that they'll never come back down again once they realize people keep buying.
@varunkrish Varun Krishnan on x
Apple hikes Mac prices in India, US - The price hike for Pros hits hard :/ https://www.fonearena.com/... [image]
@neilcybart Neil Cybart on x
Some of these price increases are whoppers. I suspect these prices will be rolled back once the memory crisis subsides. No visibility yet as to when that will happen. Apple, and I suspect Big Tech in general, will get loud about “the memory guys” needing to do more here.
@vadimyuryev Vadim Yuryev on x
Holy crap. Well I was way WRONG! Did not expect price increases so vast. 40-core M5 Max MacBook Pro is now $500 more expensive at $4,999. The base M5 14" MBP going up to $1999 is the biggest shock. Used to be able to get the M5 Pro for that much. [image]
@mkbhd Marques Brownlee on x
Memory price hikes have finally started hitting Apple. Today, they raised some base prices: Macbook Neo: $599 -> $699 Macbook Air: $1099 -> $1299 Macbook Pro: $1699 -> $1999 Mac Studio: $1999 -> $2499 iPad Air $599 - $749 iPad Pro: $999 -> $1199
@zacbowden Zac Bowden on x
Apple was finally forced to raise prices on Mac, and now they're once again terrible value over an equivalent Windows PC. MacBook Neo now starts at $699 without Touch ID, which is same price as the incredible Dell XPS 13 that's far more equipped at this price. MacBook Air
@jewiss Connor Jewiss on x
I was wrong, it is price increases 😬 HomePod mini: $129, up from $99 iPad Air: $749, up from $599 iPad Pro: $1,199, up from $999 MacBook Neo: $699, up from $599 MacBook Air: $1,299, up from $1,099 MacBook Pro: $1,999 up from $1,699 iMac: $1,499, up from $1,299 Mac Studio (M4
@satvik_pen @satvik_pen on x
I cry everytime [image]
@firstadopter Tae Kim on x
Arb opportunity. Walk, no RUN to your local Micro Center and get these laptops [image]
@film_girl Christina Warren on x
Apple would prob make more money if they disassembled the Vision Pros that will never ever ever ever sell and put the components into other products. I'm so serious. $4200 to sit on a shelf and never get sold because the market for the face computer is nonexistent.
@markgurman Mark Gurman on x
More increases: iMac to $1499, Touch ID MacBook Neo to $799, Mac Studio up $500 to $2499, 13-inch iPad Pro to $1499. Fully-loaded 16-inch MacBook Pro is now $9999. Base iPad to $449, iPad mini to $599.
@firstadopter Tae Kim on x
I'm having a crazy lucky month. I bought the top-of-the-line MacBook Pro YESTERDAY and Apple just hiked the price to $7,000 today (+$1,600). Not all luck, of course. I knew the price hikes were coming after Tim Cook went crying to the WSJ. [image]
@bzamayo Benjamin Mayo on x
HomePod mini with watch chip inside: Price increase Apple Watch with watch chip inside: No price increase
@dylanmcd8 Dylan on x
iPad Air at $749 is actually hilarious and is now Apple's worst value product
@mgsiegler M.G. Siegler on x
iPhone spared! (For now.)
@markgurman Mark Gurman on x
Apple has also raised the starting price of the Vision Pro to $3,699 from $3,499. The 1TB model is now a whopping $4,199.
@dylanmcd8 Dylan on x
Oh my gosh this is absolutely brutal. Devastated to see Neo increased. And M5 Max MBP 14" now starts at $4099?! I fear “MacBook Ultra” is either not gonna happen at this point or will be like $5K minimum 😭😭
@mweinbach Max Weinbach on x
Holy shit the 128GB M5 Max MacBook Pro SKU I usually get (4TB, 128GB RAM), got a $2000 increase
@aaronp613 Aaron on x
Good news! Apple did NOT raise the price of the Polishing Cloth [image]
@anxiousholly Holly on x
Apple has increased their prices the MacBook Pro now starts at $1999 😃 [image]
@avstorm Andreas Storm on x
Apple's price increases: MacBook Pro to $1,999 from $1,699 MacBook Air to $1,299 from $1,099 MacBook Neo to $699 from $599 iPad Pro to $1,199 from $999 iPad Air to $749 from $599
@edludlow Ed Ludlow on x
BREAKING: Apple has raised Mac and iPad prices to counter the memory shortage. Bloomberg's @markgurman writes ‘the extreme measure’ will offsets higher costs. [image]
@zerohedge @zerohedge on x
Apple's price increases: MacBook Air rose $200 to $1,299 Base MacBook Pro increased $300 to $1,999 Entry-level MacBook Neo increased $100 to $699 iPad Air increased $150 to $749 iPad Pro increased $200 to $1,199 iPhone prices unchanged for now, though the company hinted at
@film_girl Christina Warren on x
rip anyone who didn't buy a MacBook Air until today. insanity.
@markgurman Mark Gurman on x
Price Increases: MacBook Neo to $699 from $599; MacBook Air to $1,299 from $1,099; MacBook Pro to $1,999 from $1,699; iPad Pro to $1,199 from $999; iPad Air to $749 from $599.
@asymco Horace Dediu on x
iPhone Median Prices, Average Selling Prices and Sales. New post coming soon. [image]
Dylan Jones Dylan Jones on linkedin
Big news from Apple this morning, with the announcement that products are going up anywhere from 10-25%, due to memory costs quadrupling with no sign of a slowing any time soon. …
@tomlevenson Boston Tom Levenson on bluesky
It's a good thing my M2 Pro MacBook and Mini are chugging along just fine. — (And yes, I sure wish I'd bought them w. 32 gb RAM installed instead of 16.) — www.macrumors.com/2026/06/25/ a...
@wittywebhandle Blaise Ulysse Bernard Collins on bluesky
I would be willing to bet Apple is the only Mag7 company to survive, at all, Post-AI Bubble Pop. — I dont know if any will. — But they're uniquely insulated.
@fraying Derek Powazek on bluesky
It's like Tim Apple gave Trump that gold bar for nothing. — www.macrumors.com/2026/06/25/ a...
@petefrasermusic Pete Fraser on bluesky
Yet another thing creatives have the AI industry to thank for. — www.reuters.com/world/asia-p...
@harrymccracken.com Harry McCracken on bluesky
It's a shame the MacBook Neo has already lost its product-defining price. I wonder if it will ever get it back. — https://www.macrumors.com/2026/06/25/ apple-just-increased-prices/
@tylerh.social Tyler Hayes on bluesky
MacBook Neo at $699 is unfortunate... [embedded post]
@wario64 @wario64 on bluesky
Apple price increases: —MacBook Neo entry $599 increasing to $699 —MacBook Air 512GB $1099 increasing to $1299 —MacBook Pro 1T $1699 increasing to $1999 —iPad Air 128GB $599 increasing to $749 —iPad Pro Wifi 256GB $999 increasing to $1199 — Macbook Neo Amazon Resale deals …
@nixCraft@mastodon.social @nixCraft@mastodon.social on mastodon
I know lots of developers and IT folks are using willingly or unwillingly Apple products at work or home due to many reasons. Apple just increased prices for its Mac line ups saying it could no longer shield customers from soaring memory & storage chip costs driven by the AI ind…
r/news r on reddit
Apple raises prices of MacBooks, iPads as memory costs skyrocket
r/technology r on reddit
Apple raises prices on Macs, iPads, and more by hundreds of dollars
r/VisionPro r on reddit
Apple Vision Pro price starting price goes from $3,499 to $3,699.
r/iPadPro r on reddit
Apple raises prices on MacBook and iPad due to memory crunch, hints at more to come
r/gadgets r on reddit
Apple raises prices on MacBook and iPad due to memory crunch, hints at more to come
r/macgaming r on reddit
Apple Just Increased Prices: Here's What's Changed
r/macbookair r on reddit
MacBook Air M5 now starts at $1,299: Apple announces significant price increases for MacBooks, iPads, more
r/mac r on reddit
Apple announces significant price increases for MacBooks, iPads, more
r/LinusTechTips r on reddit
Apple Raises Prices on Macs, iPads by $200 or More on Some Models
r/apple r on reddit
Apple Raises Prices on Macs, iPads by $200 or More on Some Models
@nicktimiraos Nick Timiraos on x
NY Fed President John Williams: Inflation is “unquestionably elevated and well above” target, reflecting tariffs, energy, and AI-related demand for tech goods. “In coming quarters, however, I expect inflation readings to edge down” for several reasons: First, tariff effects
@lisaabramowicz1 Lisa Abramowicz on x
One Columbia economist estimates that spending on the AI build-out through 2032 could come to about $8 trillion - nearly five times the market value of the entire New York City property market. https://www.wsj.com/... [image]
@ckwitt3 Conor Witt on x
Goldman Sachs economists forecast that data centers will account for nearly half of U.S. growth in power demand through 2030. As a result, they saw consumer electricity prices rising about 6% annually this year and next https://www.wsj.com/... [image]
@drdavidkass David Kass on x
Inflation has a new catalyst: America's massive artificial-intelligence build-out is beginning to push up prices on everything from smartphones to electricity. https://www.wsj.com/... via @WSJ
@vanhollen.senate.gov Senator Chris Van Hollen on bluesky
Big Tech's data centers are spiking energy costs for households across our country. — If a trillion-dollar corporation wants to build a data center, the American people shouldn't have to pay for it. — My Power for the People Act would make sure that Big Tech pays, not consume…
@jessefelder.com Jesse Felder on bluesky
'The effect of the AI build-out on prices could be fundamentally different from either the tariffs that were put in place last year or this year's jump in fuel prices. Both tariffs and oil are one-time shocks. AI is a shock to demand that could persist for years.' www.wsj.com/e…
r/Economics r on reddit
The Data-Center Boom Is Sparking a Third Wave of Inflation
r/technology r on reddit
The Data-Center Boom Is Sparking a Third Wave of Inflation
@markgurman Mark Gurman on x
Apple: “Have never seen a component price increase this much, this quickly. 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.”
@firstadopter Tae Kim on x
IT'S APPLE'S FAULT. They knee capped suppliers at the bottom (as Apple always does), so Micron couldn't invest. WSJ: “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,
@jerrycap @jerrycap on x
But Warsh said AI was deflationary
@rolfewinkler Rolfe Winkler on x
Tim Cook says the memory guys are at fault for Apple raising prices. A Micron executive I interviewed last night pointed the finger right back. [image]
@thestalwart Joe Weisenthal on x
Has there ever been a period before (perhaps excluding Covid) where the price of *gadgets* didn't just automatically go down?
@mweinbach Max Weinbach on x
MacBook Pro is back into the category of only get it if you need it MacBook Neo and MacBook Air are still great values
@jamestitcomb James Titcomb on x
Reverse Prime Day
@film_girl Christina Warren on x
$1200 for an iPad Pro is criminal. I can't believe l girl-mathed my way into trading my 2022 iPad Pro in for an M5 and actually somehow came out financially ahead.
@thestalwart Joe Weisenthal on x
These are some *major* increase. Full story from @markgurman https://www.bloomberg.com/... [image]
r/business r on reddit
Apple raises prices on Macs, iPads, and more by hundreds of dollars | The MacBook Neo now starts at $699, and the price of an iPad Air just jumped by $150.
r/SteamDeck r on reddit
Memory costs are hitting everyone: Apple raises prices, and Valve's Deck pricing feels less isolated

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