Apple Finally Bows to Pressure, MacBook and iPad Prices Surge
Jakarta, CNBC Indonesia - The global memory chip crisis, triggered by soaring demand for high-bandwidth memory (HBM) for AI data centres, has finally ‘forced’ Apple to raise the selling prices of MacBooks and iPads. For the time being, the iPhone is excluded from the price increases.
For example, the MacBook Neo, currently Apple’s most affordable laptop, has seen its price rise from US$599 to US$699. In Indonesia, the MacBook Neo is priced starting from Rp10,749,000 for the 256GB storage capacity.
According to CNBC Indonesia’s monitoring of the official distributor iBox website, the price of the MacBook Neo has not yet changed. However, stock is already depleted, and it has not been disclosed when the affordable laptop will be available again.
Apple’s price adjustment demonstrates that even the most valuable consumer electronics company is not immune to the memory chip scarcity crisis that has been battering the technology industry since late 2025. Previously, several laptop manufacturers had already raised prices to cope with ballooning component costs.
Some PC manufacturers have also announced price adjustments. However, Apple appears to be holding back on raising the selling price of the iPhone, which is its main revenue contributor.
In recent months, memory producers such as Micron have prioritised orders from AI chipmakers like Nvidia, helping them post record profits. At the same time, this phenomenon has left little supply for electronics manufacturers, ultimately triggering shortages and forcing them to raise selling prices.
‘We have never seen component price increases of this magnitude and speed,’ Apple said in a statement, as quoted by Reuters on Friday (26/6/2026).
‘We have been protecting customers from these increases, but we have now reached a point where we need to start raising prices on a number of products, including price increases for iPad and Mac today,’ Apple added.
The following is a list of iPads, MacBooks, and several other Apple devices that have experienced price increases.