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Why is Apple asking me to pay more for Big Tech’s AI obsession?

Apple has raised prices on select MacBooks, iPads, HomePod speakers, and Apple TV devices. The company attributes these hikes to soaring memory chip costs driven by AI data center demand. Tim Cook described the price increases as unavoidable.

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What changed

New reports detail specific price hikes for the MacBook Pro and iPad Air alongside broader industry trends.

Live updates

  1. Apple Increases Device Prices Amid AI Chip Cost Surge

    Apple has raised prices on select MacBooks, iPads, HomePod speakers, and Apple TV devices. The company attributes these hikes to soaring memory chip costs driven by AI data center demand. Tim Cook described the price increases as unavoidable.

    What's confirmed:

    • Apple has raised prices on select iPads, MacBooks, HomePod speakers, and Apple TV devices.
    • The price increases are driven by soaring memory chip costs resulting from AI data center demand.
    • Microsoft has also increased prices.
    • Tim Cook stated that price increases were unavoidable.

    Still unconfirmed:

    • Rep. Alexandria Ocasio-Cortez called for breaking up Big Tech following $200 price hikes on computers and tablets.
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