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Apple 's recently increased-priced products include the MacBook Neo, with a $100 price hike. Photo: The Verge . |
Apple increased prices on MacBook, iPad, Vision Pro, and smart home devices starting June 25th. Some products are about 20% more expensive than their predecessors. iPhone and Apple Watch prices remain unchanged.
Following the price increase, Apple's market capitalization plummeted by $260 billion overnight. Analysts said this was a major shock to the tech industry due to rising memory and storage chip costs, and warned that the iPhone would be the next device to see a price hike.
The iPhone 18 Pro will increase in price.
"The consumer electronics industry is facing unprecedented challenges," Apple said. The company added that the rapid expansion of AI data centers is causing a surge in demand for memory and storage.
An Apple representative emphasized that they "have never seen component prices increase so much and so quickly," acknowledging that it's time to raise prices on some products. According to SCMP , this implies that Apple will continue to increase device prices in the future.
Apple shares fell 6.15% on June 25th, to $275.15 , marking the biggest drop in over a year.
Ivan Lam, a senior analyst at market consulting firm Counterpoint Research , believes Apple's move reflects a "major shock" to the market, stemming from the continuously rising price of memory chips. This is impacting the cost structure of the PC and tablet markets.
This analyst predicts that the upward price trend will continue to affect the iPhone 18 Pro line, which is expected to launch in September of this year.
"The unprecedented boom in AI infrastructure has completely reshaped the semiconductor supply chain. Currently, the supply-demand imbalance is unlikely to improve significantly in the next two years," Lam predicted.
This has had a major impact on the market, as memory chip manufacturers focus on selling to AI projects and data centers, leading to a decline in the supply of memory for consumer electronics.
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Apple's recently increased-priced devices include Mac computers, iPads, Vision Pro, and smart home devices. Photo: Shutterstock . |
According to Counterpoint Research 's forecast, global smartphone sales in 2026 will decline by 13.9% compared to last year, the sharpest decline ever recorded.
Market analysis firm IDC predicts the iPhone 18 Pro line could be up to $200 more expensive. Previously, that figure was only $100 , but it was adjusted after Apple announced price increases for the product line, with increases of 15% or more.
"We had previously assumed a $100 increase for the iPhone 18 Pro and 18 Pro Max, and a $50 increase for the base model. However, with some iPad and Mac models costing up to $300 more, I believe the actual price increase for the iPhone is even higher, possibly up to $200 for the Pro and Pro Max models," said Nabila Popal, Senior Director of Data & Analytics at IDC .
The analytics firm also predicts that foldable iPhones will have an average price of $2,500 , with higher-storage versions potentially reaching $3,000 . According to MacRumors , pricing the premium option higher helps Apple offset some of the costs, preventing other models from experiencing even steeper price increases.
Based on rumors, the iPhone 18 Pro and 18 Pro Max are expected to come with 12 GB of RAM. For comparison, the iPad Air M4 and iPad Pro M5 both have 12 GB of RAM, with price increases of $150 and $200 respectively.
Apple's advantage
Apple's rivals in China , such as Oppo, Vivo, Xiaomi, and Honor, have raised prices for smartphones, tablets, and computers. Even Huawei, a company considered to have a strong position thanks to its close relationships with memory chip companies, has had to increase the price of its Nova 16 series, launched in early June.
"The current cost increase is clearly beyond Apple's capacity, after the company has been trying to weather the storm for at least two quarters by covering the costs itself," Lam said.
Analysts from Counterpoint believe that raising product prices before the iPhone launch in the fall "is not an ideal decision."
Immediately after the price increase, the MacBook Neo temporarily went out of stock on e-commerce sites and Apple's official stores in China, before being restocked. In the country with the world's largest population, the device is priced at 5,499 yuan ( US$809 ), compared to the previous price of 4,599 yuan ( US$677 ).
According to SCMP , some users in China are reconsidering their iPhone upgrade plans due to predictions that the new version will increase in price.
Thomas Chen (living in Shenzhen) had considered upgrading his iPhone 17 Pro Max to the next generation at the end of the year. However, rumors of a price increase made him reconsider.
"I'm not so sure right now. I'll monitor the price closely and consider it carefully," Chen said.
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Apple may also soon raise iPhone prices. Photo: Bloomberg . |
Some analysts believe that Apple's high-end customer base is unlikely to abandon the brand simply because of a price increase.
"Apple is well-positioned to raise product prices without sacrificing hardware or risking increased customer churn, partly because the company is increasingly focusing on the premium customer segment," said analyst Dan Ives from Wedbush .
Ives expects that the partnership between Apple and Intel can help resolve the long-term bottleneck. According to him, Apple is securing manufacturing capacity in the US to prepare for a hardware cycle centered around AI for many years to come.
Analysts at IDC also believe that the price increase for the iPhone 18 Pro will not affect the number of customers upgrading. Those currently using the iPhone 15 (the basic model) or older generations may want to switch to use Siri AI.
It is estimated that 54% of iPhones sold since 2022 will need an upgrade to run the new Siri. Furthermore, iPhone Pro Max users are mostly in the high-end segment and "less price-sensitive," so they will not be significantly affected, especially with installment payment options available in various markets. For example, a $200 increase is only equivalent to $5 per month for a 36-month installment plan.
Source: https://znews.vn/apple-co-the-tang-gia-iphone-18-pro-post1664017.html
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