Apple Raises Prices as Chip Costs Bite
Yahoo Finance ·
Apple Raises Prices as Chip Costs Bite Moz Farooque ACCA Thu, June 25, 2026 at 2:47 PM EDT 1 min read AAPL This article first appeared on GuruFocus . Apple ( NASDAQ:AAPL ) fell more than 4% Thursday after raising prices on nearly all of its major products as memory and storage chip shortages pushed costs higher. The MacBook Neo now starts at $699, up from $599, while the iPad Pro rose to $1,199 from $999. Apple also lifted the iPad Air to $749 from $599 and the MacBook Pro to $1,999 from $1,699. Smaller devices were not spared, with the HomePod rising to $349, HomePod mini to $129 and Apple TV to $199. Warning! GuruFocus has detected 9 Warning Signs with AMD. Is AAPL fairly valued? Test your thesis with our free DCF calculator. The Vision Pro also increased to $3,699 from $3,499, while higher-end Mac mini, iMac and Mac Studio models saw price hikes. Apple did not raise iPhone prices, though increases are expected with the next lineup this fall. Apple said the move was not welcome news but tied it to unprecedented memory shortages. Tim Cook had already warned that price increases were unavoidable. the question is whether Apple can protect margins without hurting demand. The next test comes with fall iPhone pricing.
AI 시장 분석
Apple's stock fell more than 4% after the company raised prices on almost all major products, citing memory and storage chip shortages. Broad price increases across MacBook, iPad, HomePod and other items appear aimed at defending margins, but they have heightened concerns about weakening consumer demand. The underlying cause is memory supply constraints that have pushed up chip costs. As a result, memory makers and semiconductor equipment firms are likely to benefit, while Apple and related retail and accessory sectors will face greater performance pressure; fall iPhone pricing will be a test of future demand.
상승 영향
- Semiconductors (Memory & Storage) — If memory and storage shortages push prices higher, memory manufacturers should see immediate improvements in revenue and margins, and strengthened inventory and pricing power are expected to expand profits.
- Semiconductor Equipment — Expanded investment in capacity and inventory to boost memory production should increase orders for semiconductor equipment vendors, likely leading to improved results.
- PC & Android manufacturers — Apple's premium price increases may trigger substitution demand, creating sales opportunities and potential market share gains for Windows/Android vendors.
하락 영향
- Apple (AAPL) / Premium consumer electron — Wide-ranging price increases, while raising average selling prices in the short term, increase downside risks to sales and the stock due to weakening demand and potential erosion of brand loyalty.
- Smartphones (especially premium iPhone) — With a planned price increase for the fall iPhone, a high-price strategy could lengthen replacement cycles and prompt consumers to delay purchases or shift to mid-/lower-priced models, raising the risk of shipment slowdown.
- Retail & accessories — Declines in high-end product sales would reduce accessory volumes and retail transactions, weighing on the performance of related retail channels and parts suppliers.
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