EL7.AI
StocksUpdated×3•Originally published 25 June 2026•Updated 26 June 2026•
1 min read

Apple hikes MacBook and iPad prices 20%, loses $263B in market cap

Tim Cook with Apple logo, laptops, and a crumbling $263B block with a red downward arrow on an orange background.

Key Facts

1Apple announced price increases of $100 to $300 on MacBooks and iPads due to higher memory and storage costs fueled by AI demand.

Reflecting a direct pass-through of AI-related component cost pressures to consumers, Apple raised MacBook and iPad prices by 20% on Thursday, immediately after Micron Technology reported blowout earnings. But the market punished the move harshly: Apple (AAPL) lost $263 billion in market capitalization in a single session, its steepest daily drop since 2023, according to reports.

The move mirrors similar margin pressures across the tech sector: Alphabet (GOOGL) closed at $275.15, Meta Platforms (META) at $557.67, and Microsoft (MSFT) at $365.46 as of June 24, 2026, per market data. The price hike followed Micron's above-estimates earnings, which sent memory chip costs higher. While Apple is not alone in facing these costs, its decision to impose a flat 20% increase is the most aggressive among major tech players so far.

Apple (AAPL) shares closed at $281.17 on June 25, 2026, after trading between $281.125 and $295.375, but the $263 billion market cap loss suggests investors see the increase as potentially hurting demand in key markets. Analysts will watch consumer reaction in emerging markets and Apple's July quarterly earnings for signs of whether the price hike will weigh on sales volumes.