Apple raised prices on a slew of its MacBook and iPad products on Thursday, blaming the hikes on an AI-driven surge in demand for memory chips.
The company’s website briefly went down in the morning, then came back online with higher prices hitting its laptops and tablets.
Price hikes as high as $300 hit products.
The entry price for Apple’s MacBook Neo jumped from $599 to $699; the MacBook Air 512GB went up from $1,099 to $1,299; and the MacBook Pro 1T, from $1,699 to $1,999.
The iPad Air 128GB increased to $749, up from $599, while the iPad Pro Wifi 256GB hit $1,199, up from $999.
Apple’s CEO Tim Cook warned of the price increases earlier this month.
“Unfortunately, price increases are unavoidable,” Cook told the Wall Street Journal.
“We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable.”