Some estimated other PC and tablet OEMs to follow in Apple’s footsteps by either increasing prices on select products, cutting discounts or adjusting product line focus to more premium devices. | Photo Credit: ABDUL SABOOR

Prices of Apple Inc products in India will rise by a minimum of 15-20 per cent as the company confirms cost revision in face of global memory chip shortage.

Flagging “an unprecedented challenge” in the consumer electronics industry, an Apple spokesperson said there is a sharp spike in memory and storage demand due to the rapid expansion of AI data centres.

“We have 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. We know this is not welcome news, and we are working tirelessly to find solutions,” said the spokesperson on Thursday.

Costs for products like MacBook Neo, MacBook Air, MacBook Pro, iPad Air, and iPad Pro in India increased between ₹30,000-50,000, as per the revised prices on the company website.

As per analysts, all Apple products are expected to increase between 15-20 per cent in coming days owing to the memory crunch. However, many pointed out that the company held off on price hikes longer than other brands. Some estimated other PC and tablet OEMs to follow in Apple’s footsteps by either increasing prices on select products, cutting discounts or adjusting product line focus to more premium devices.

Other brands have already increased prices four times in this year with another 13-15 per cent price hike expected towards the end of July. “Others have already increased prices by 35-40 per cent whereas this is the first hike by Apple,” said Bharath Shenoy, Senior Market Analyst at IDC India. Based on this, he stated that the hike is unlikely to have any real impact on Apple sales in India.

Memory hit

Memory prices have increased more than fourfold since the fourth quarter of 2025. This single component has eroded profit margins of most consumer electronics players, as per Counterpoint Research.

Apple’s recent price hikes for the MacBook Neo, MacBook Air, MacBook Pro, iPad Air, and iPad Pro Wi-Fi are not just about individual products; instead, they signal a shift in how the entire industry sets prices. The growing demand for AI infrastructure has fundamentally changed the memory supply chain, meaning higher BOM (Bill of Materials) costs are now a lasting challenge.

“We think these changes will reshape the market through 2026. We expect total notebook shipments to slow down after the 2025 pull-forward, but advanced notebook PCs should still grow by 11 per cent on-year basis. This growth comes as manufacturers add more OLED screens, AI features, and other premium options to support higher prices,” said Shubham Singh, Research Analyst at Counterpoint Research.

Singh estimated overall shipments in the tablet market to drop because of inventory adjustments and higher memory costs. However, advanced tablets are expected to grow by 8 per cent year-on-year, due to more OLED models, new Apple releases, and a focus on premium products.

Apple’s iPhone product contributes to over half of its total revenue. As prices increase in coming months, potential buyers are advised to move up their purchase timelines.

Published on June 25, 2026