 |
Apple 's iPad Air line. Photo: Bloomberg . |
Apple has just raised prices on several products. This move comes a week after CEO Tim Cook admitted the company is no longer able to offset the rising cost of memory chips. Both of these components are scarce due to high demand from AI companies, which are investing heavily in data centers.
According to the WSJ , Apple has temporarily closed its online store to adjust product prices. Reportedly, some MacBook models have increased in price by about 15-20%, while iPads are 15-25% more expensive. HomePod speakers and Apple TV are also included in the price increase.
There is no longer the ability to "protect" users.
The starting price for the MacBook Air M5 increased by $200 to $1,300 . The base MacBook Pro M5 increased by $300 to $2,000 , while the MacBook Neo increased by $100 to $700 . The iPad Air is priced at $750 (an increase of $150 ), and the iPad Pro is priced at $1,200 (an increase of $200 ).
The standard HomePod speaker now costs $350 (an increase of $50 ), while the HomePod mini costs $130 (an increase of $30 ). Apple TV now costs $200 (an increase of $70 ).
Apple's price adjustments also apply in Vietnam. The starting price of the MacBook Air M5 has increased by 6 million VND, from 30 million to 36 million VND. The MacBook Pro M5 has increased by 10 million VND, from 45 million to 55 million VND. The MacBook Neo has increased by 3 million VND, from 16.5 million to 19.5 million VND.
For iPads, the iPad Air M4 starts at 21 million VND (an increase of 4.4 million VND), while the iPad Pro M5 starts at 35.6 million VND (an increase of 5.6 million VND). Apple TV starts at 6 million VND (an increase of 2.5 million VND).
iPhone prices remain unchanged, but company representatives have hinted at the possibility of further price increases.
"It's time for us to raise prices. We've never seen components become so expensive so quickly," the WSJ quoted an Apple representative as saying.
 |
iPhone prices remain unchanged. Photo: Zuma Press . |
According to Bloomberg , Apple added that the company had "protected customers against potential price increases," but could not hold out any longer.
"We know this isn't good news, and we're always working to find solutions," the company representative emphasized.
In April, Apple executives indicated that the memory chip shortage would worsen throughout the year. At the time, CEO Tim Cook acknowledged the company was experiencing supply chain issues, with many Mac models being shipped late.
"It's not the time for us to declare that the situation will end anytime soon," Cook said. He added that the restrictions could last "several months."
Apple raised prices on the latest MacBook Pro and MacBook Air models in March, but the increase was offset by larger RAM and more powerful processors. In May, the cheapest version of the Mac mini M4 (priced at $600 ) was discontinued.
John Ternus, Apple's new CEO effective September 1st, will lead the company amidst a memory chip crisis. Rumors suggest this situation is impacting Apple's plans for new product launches, including the next-generation Mac Studio.
In April, Cook said that compared to Macs, iPhones were less affected by chip shortages, but still faced issues with processor supply. Apple is expected to launch several new phones in September, including a foldable iPhone with a starting price of $2,000 .
The situation is not promising.
Due to soaring demand from AI companies, the selling price of DRAM and NAND memory chips has quadrupled in the past 12 months, according to data from TechInsights . Estimates suggest these components will continue to become more expensive in the coming year.
Memory chips and storage chips are crucial components in many tech devices such as smartphones , computers, gaming consoles, cars, and other consumer products. Many of these devices have seen significant price increases.
In an interview with the WSJ , CEO Tim Cook acknowledged that price increases are "unavoidable," especially as supply decreases while consumer demand remains high.
 |
Advertisement for the affordable MacBook Neo laptop line in India . Photo: Bloomberg . |
On June 24th, Micron, a major US manufacturer of memory and storage, reported outstanding third-quarter profits ( $28.24 billion ). The company's revenue increased by $9.3 billion year-over-year, reaching $41.46 billion , with a gross profit margin of over 80%.
During the financial reporting conference call, Micron's leaders emphasized that the shortage could persist beyond 2027. Just three months prior, these leaders had predicted the shortage would only last into the following year.
Sumit Sadana, Micron's Chief Business Officer, said the company was unable to invest during the most recent downturn in the memory chip market, partly because some customers took advantage of the opportunity to buy chips at rock-bottom prices.
"We told some clients who were 'pressuring' us very aggressively that this move was not constructive... A lot of investments in the industry stalled in 2023 due to excessively low prices and profit margins," Sadana said, without naming the clients.
Apple is known for its strategy of leveraging large purchase volumes to get the lowest prices from suppliers, the WSJ quoted several analysts and former executives of memory chip manufacturers as saying.
Source: https://znews.vn/do-apple-tang-gia-post1663174.html
