Bloomberg’s resident Apple expert, Mark Gurman, quoted an apologetic company rep. “We know this is not welcome news, and we are working tirelessly to find solutions,” a spokesperson from Apple told the reporter. Other interesting assertions from that conversation were that Apple had never seen component prices rise so high, so quickly. Moreover, its representative claimed that the firm did all it could to shield customers from any knock-on device price rises, stating the company had "shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products including today’s increases for iPad and Mac."
While newsrooms might be agog at these price rises being implemented today, the writing has been on the wall of the RAMpocalypse for several months. Back in April, Tim Cook publicly forecast that the component shortages and price rises didn’t appear to be going anywhere soon. That statement came in the wake of the withdrawal of the entry-level $599 configuration of the Mac Mini, and Apple softening the blow of higher prices of its latest MacBook Air and MacBook Pro models by upgrading memory and other tech specs.
Until now, it seemed like Apple’s massive buying power and vertical integration had managed to help it hold off computer and tablet price increases. Today, the brakes came off, pretty dramatically.
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Apple CEO Tim Cook warns AI-driven price increases are unavoidable
Key considerations
- Investor positioning can change fast
- Volatility remains possible near catalysts
- Macro rates and liquidity can dominate flows
Reference reading
- https://www.tomshardware.com/laptops/macbooks/SPONSORED_LINK_URL
- https://www.tomshardware.com/laptops/macbooks/ram-crisis-bites-apple-as-unprecedented-mac-and-ipad-price-rises-arrive-cheapest-macbook-pro-price-hiked-by-usd400-to-usd1-999#main
- https://www.tomshardware.com/subscription
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Informational only. No financial advice. Do your own research.