The move marks the first major pricing adjustment following repeated warnings from outgoing CEO Tim Cook about rising component costs. Apple shares fell more than 4.7% in morning trading after the announcement.
On its US website, product prices increased by between $30 and $300. The 14-inch MacBook Pro now costs $2,000, up from $1,700, while the iPad Air rose from $600 to $750. The Apple TV streaming device also increased in price from $130 to $200.
The company has not changed the price of its iPhone lineup, which remains its biggest source of revenue.
Apple said the rapid growth of AI data centres has sharply increased global demand for memory and storage components, pushing prices to unprecedented levels.
"The rapid expansion of AI data centres has created an extraordinary surge in demand for memory and storage," an Apple spokesperson said, adding that the company had absorbed the higher costs for as long as possible.
Last week, Cook described price increases as "unavoidable," saying suppliers had passed on steep increases in memory costs amid tightening supply.
Since late 2025, prices for memory chips and RAM—key components used in most electronic devices—have reportedly risen by at least 50% per quarter due to surging AI-related demand.
Apple also confirmed that John Ternus will succeed Tim Cook as chief executive on September 1, shortly before the company unveils its next generation of iPhones.
