25th June 2026 – (Hong Kong) Apple has increased prices for several MacBook and iPad models in Hong Kong, citing surging memory and storage component costs driven by rapid growth in artificial intelligence infrastructure.
The adjustments, announced on Thursday, mark the first time the technology giant has formally passed on higher component expenses to consumers after chief executive Tim Cook recently signalled that price rises were “unavoidable”. Updated pricing is now reflected on the Apple Online Store, which briefly experienced technical disruptions as the changes were implemented.
In a statement, Apple said the consumer electronics sector was facing “unprecedented challenges”, pointing to an extraordinary spike in demand for memory and storage as AI data centres expand worldwide. The company noted that it had rarely seen such rapid and substantial increases in component prices and acknowledged that it had reached a point where raising prices on selected products had become necessary. Apple added that it was working to identify solutions, but indicated that further adjustments could not be ruled out.
According to research firm Counterpoint Research, prices for memory and storage components have quadrupled over the past three quarters. Suppliers have shifted more production capacity towards high‑bandwidth memory used in AI servers, tightening availability for consumer devices.
In Hong Kong, the steepest increase affects the iPad Air 128GB model, which rises from HK$4,599 to HK$5,999 — an increase of HK$1,400, or roughly 30 per cent. The iPad Pro Wi‑Fi 256GB climbs from HK$7,999 to HK$9,499, representing a rise of about 19 per cent.
MacBook models have also seen notable adjustments. The entry‑level MacBook Neo now starts at HK$5,499, up HK$700, or approximately 15 per cent. The MacBook Air 512GB increases from HK$8,999 to HK$10,499, a jump of HK$1,500, or nearly 17 per cent. Meanwhile, the MacBook Pro 1TB configuration rises by HK$2,500 to HK$15,999, an increase of more than 18 per cent.
Mr Cook previously acknowledged in media interviews that Apple could no longer fully shield customers from the impact of escalating component costs linked to the global AI boom. The latest move suggests the company is beginning to adjust its pricing strategy in response to sustained pressure across the supply chain.