Apple raises prices on MacBook and iPad models after memory and storage costs spike because of heavy demand from artificial intelligence data centers, moving the MacBook Neo to $699 and lifting multiple MacBook and iPad SKUs while leaving iPhone and AirPods unchanged.Chief Executive Officer Tim Cook says suppliers such as Micron have benefited and that Apple can no longer absorb component costs that have quadrupled, prompting the company to remove lower-cost options and steer buyers toward higher-memory models to support AI features including an upgraded Siri.The new pricing is live on Apple’s Online Store though some third-party retailers have not updated listings, analysts expect the company’s average selling price to rise about 12% this year, and TrendForce forecasts another 63% jump in chip prices this quarter, raising the prospect of further price increases across electronics.The memory shortage has pushed up costs for consoles and other devices, prompted companies and consumers to delay purchases, and led
IDC to forecast historic sales declines for smartphones and PCs if supply does not improve.