Apple and Microsoft have raised prices on laptops, tablets and Xbox consoles, blaming a memory shortage driven by the artificial intelligence (AI) boom, reversing the usual fall in gadget prices.
Apple moved first this week, lifting prices across its MacBook, iMac and iPad lines by as much as $200, while leaving the iPhone, Apple Watch and AirPods untouched. “We have never seen a component price increase this much, this quickly,” Apple said. Hours later, Microsoft followed: from 1 August, Xbox consoles rise by $100 for 512 gigabyte models and $150 for one terabyte models, its third increase in about a year.
The Apple move unsettled its own investors. The company’s shares fell about 6% on Thursday, their worst day in more than a year, erasing roughly $265 billion in value. Analysts were caught off guard, noting that Apple rarely raises prices outside the launch of a new model.
At the root is a scramble for memory. AI data centres need huge volumes of advanced chips and memory, and the handful of firms that make it, among them Samsung, SK Hynix and Micron, are steering supply to AI companies under long term deals, leaving consumer electronics makers competing for what is left. Memory prices have soared, with one type jumping about 98% in the first quarter, according to the research firm TrendForce, in a crunch the industry calls Ramageddon. The research firm International Data Corporation expects the shortage to last well into 2027.
Consoles are taking the hardest hit. Microsoft said memory and storage costs have more than doubled and could double again by late 2027, and because consoles are usually sold for less than they cost to make, the company has little room to absorb the rise. The repeated increases drew anger online, where players complained that years old machines are growing dearer rather than cheaper and questioned whether a future Xbox would be affordable.
The squeeze is spreading. Higher memory costs are now pushing up the price of personal computers for the first time in decades, and both firms expect further increases as the shortage runs on.

