Look Up Say More Safety Net Mashable's Best: E-readers, robovacs, laptops, earbuds, smart home and more Creator Hub Versus Gift Ideas For Everyone On Your List Mashable Selects Switch Off Trending Now In My Bag VidCon with Mashable All Series Samsung and Google are getting all the attention right now, but won't somebody think about Apple? Joseph Green is the Global Shopping Editor for Mashable. He covers VPNs, headphones, fitness gear, dating sites, streaming, and shopping events like Black Friday and Prime Day. All products featured here are independently selected by our editors and writers. If you buy something through links on our site, Mashable may earn an affiliate commission.

Look Up Safety Net Mashable's Best: E-readers, robovacs, laptops, earbuds, smart home and more Creator Hub Versus Say More Gift Ideas For Everyone On Your List Mashable Selects Switch Off Trending Now In My Bag VidCon with Mashable All Series I see free movies in your future. Soumya is a deals writer who covers consumer tech, shopping deals, and the products people use every day. With experience writing about everything from AI tools and software to smartphones and home gadgets, she enjoys breaking down product research into clear, useful recommendations. When she's not tracking deals, she's usually comparing products, digging through reviews, and figuring out what actually makes a purchase worth it. All products featured here are independently selected by our editors and writers.

Look Up Say More Versus Creator Hub Switch Off Mashable's Best: E-readers, robovacs, laptops, earbuds, smart home and more Trending Now Safety Net In My Bag VidCon with Mashable Back to School Furtastic All Series Here's how the MacBook Neo compares to older MacBook Airs Haley Henschel is a Chicago-based Senior Shopping Reporter at Mashable who reviews and finds deals on popular tech, from laptops to gaming consoles and VPNs. She has years of experience covering shopping holidays and can tell you what's actually worth buying on Black Friday and Amazon Prime Day. Her work has also explored the driving forces behind digital trends within the shopping sphere, from dupes to 12-foot skeletons . All products featured here are independently selected by our editors and writers. If you buy something through links on our site, Mashable may earn an affiliate commission.

Thanks to the AI-driven chip shortage, prices for phones, computers, and consoles are sky-high--and still climbing. If you're in the market for anything with a memory chip in it, now might be the time to snag it. Another round of price increases for consumer electronics seems to be underway. In June, Apple announced increased prices for its MacBooks and iPads . Xbox consoles are also getting more expensive starting in August.

Apple is charging you an AI tax. There are many things you can buy for $10,000: A nose job. With luck, a used car. Or you could purchase a MacBook Pro. That's how much the highest-end, fully loaded version of Apple's laptop now costs--$3,000 more than it did last week. Maybe you don't need the most powerful MacBook Pro.

For years, buyers of tech could rely on a familiar trend - that older devices would get cheaper over time. That now seems to have stopped, or in some cases, completely reversed. Apple and Microsoft's Xbox have joined the firms hiking prices for devices and games consoles which are years old. They and other tech companies have pointed to the rising cost of crucial components needed to build their machines, laying the blame on AI. Compute-hungry data centres, which power AI, need more and more chips to keep up with demand from AI companies - which means the demand for them is far outstripping supply.

Apple has dramatically jacked up the price of MacBooks, making the current Prime Day pricing that much more enticing. The company called price increases on its products "inevitable" just a couple of weeks ago. On Thursday afternoon, they became official on Apple's website. Its flashy new MacBook Neo is up $100, now at $699. Meanwhile, the MacBook Air gets a $200 price hike, now starting at $1,299.

Apple is increasing the price of MacBooks and iPads worldwide due to rising memory and storage chip costs . The iPhone maker has hiked the prices of some laptops and tablets by almost 20%, saying the electronics industry is facing an unprecedented challenge due to an extraordinary surge in demand for chips to power AI data centres. We have never seen a component price increase this much, this quickly, the company said - adding it was working tirelessly to find solutions. While Apple has not included iPhones in its price increases for some devices, tech analyst Paolo Pescatore said it showed the AI boom was now affecting consumer electronics. Apple's price hikes follow a slew of firms increasing device prices to help them absorb rising hardware costs.

Apple CEO warns price rises'unavoidable' amid AI boom The prices of Apple products will have to increase due to the new demand for memory chips from the artificial intelligence boom, outgoing Apple CEO Tim Cook has told The Wall Street Journal. "Unfortunately, price increases are unavoidable," he told the newspaper on Wednesday, adding that his company has been "trying to shield customers from the increases" but that it had become "unsustainable." It is also unclear, for instance, how much the price of Apple's iPhone 18, which is expected to launch in September, will be affected. "There's less supply at a time when consumers want devices and the memory guys are passing along huge price increases," Cook said. Citing an estimate from research firm TechInsights, the Journal reported that Apple would need to increase the price of its iPhone Pro model by $270 to maintain its current profit margin .

Apple plans to raise the prices of its products as the cost of the memory chips it uses has surged, the technology giant's boss has said. Tim Cook, Apple's outgoing chief executive, told The Wall Street Journal (WSJ) that price increases are unavoidable as the situation around memory chips has become unsustainable. He did not say when prices will rise or which products will be affected. It is also unclear whether the price hikes will affect the iPhone 18, which is expected to be launched in September. Memory chips are essential components in smart devices like mobile phones, but the boom in artificial intelligence (AI) has driven up their prices in recent months.