Apple has rolled out significant price increases across much of its product lineup, citing a sharp rise in component costs that Chief Executive Tim Cook described as a “hundred-year flood.” The changes, announced last week, affect a wide range of devices, with many products becoming between 15% and 20% more expensive, while some have seen increases of more than 30%.
Among the biggest jumps is the Apple TV, whose price has climbed from €189 to €299. The iPad Air now starts at €839 after a €160 increase, while the 14-inch MacBook Pro costs €300 more than before. Apple’s premium Mac Studio M3 Ultra has also seen a steep rise, with its price reaching €6,399, an increase of €1,300.
The iPhone remains the only major product line untouched by the latest pricing changes. Industry observers, however, expect Apple to announce higher iPhone prices when it unveils its next generation of devices later this year.
The price adjustments have surprised many analysts because Apple has traditionally introduced price changes alongside new product launches rather than applying them across an existing lineup. The recent increase also affects the MacBook Neo, a laptop introduced only months ago at €699. It now starts at €799, suggesting the company was forced to react quickly to changing market conditions.
For years, Apple has been regarded as one of the technology industry’s strongest supply chain managers. Before becoming chief executive, Tim Cook built Apple’s manufacturing and sourcing network across China, India and Vietnam, helping the company maintain healthy profit margins while controlling production costs.
Apple has also benefited from using similar components across multiple products, allowing it to purchase parts in larger volumes and improve efficiency. Chips originally developed for one device are often adapted for others, reducing manufacturing complexity and supporting economies of scale.
Despite those advantages, Apple says soaring costs for memory chips and other critical components have made it difficult to absorb higher expenses. Industry analysts point to a global surge in demand for advanced semiconductors and memory products, largely driven by the rapid expansion of artificial intelligence infrastructure.
Manufacturers are prioritising supplies for AI data centres, where technology companies are investing billions of dollars in new computing capacity. This has tightened supplies for consumer electronics, pushing prices higher across the industry.
Apple is not alone in responding to the changing market. Samsung, Dell, Lenovo, Asus and HP have also increased prices or adjusted product specifications in recent months. Gaming consoles have followed the same trend, reversing years of declining prices as hardware costs continue to rise.
Market researchers warn that higher prices could reduce consumer demand, with many buyers expected to delay upgrades or choose lower-priced models as household budgets remain under pressure. Analysts believe slowing sales may become one of the biggest challenges facing technology companies despite continued demand for AI-related products.
