AAPL Raises Prices

Apple Inc.’s (NASDAQ: AAPL ) decision to raise MacBook and iPad prices sparked criticism from Sen.

Bernie Sanders (I-Vt.), while Wedbush analyst Dan Ives defended CEO Tim Cook’s decision as necessary to protect profit margins.

Apple Raises Prices Amid AI-Driven Component Cost Surge Apple on Thursday increased prices across several MacBook and iPad models, citing soaring memory and storage costs fueled by the artificial intelligence infrastructure boom.

The company also warned that higher component costs had become unavoidable.

Product Old Price New Price Increase MacBook Neo $599 $699 $100 MacBook Air (512GB) $1,099 $1,299 $200 MacBook Pro (1TB) $1,699 $1,999 $300 iPad Air (128GB) $599 $749 $150 iPad Pro Wi-Fi (256GB) $999 $1,199 $200 Apple shares fell 6.15% on Thursday, marking their steepest one-day decline since April 2025.

In the after-hours trading, the shares gained 0.40% and reached $276.25, according to Pro.

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Bernie Sanders (I-Vt.) criticized the move, arguing that a company generating billions in annual profit and spending heavily on stock buybacks should not pass higher costs on to consumers.

Corporate greed is Tim Cook, the billionaire Apple CEO, claiming that hiking prices on Apple products by over $200 is "unavoidable" after it made $112 billion in profits last year & spent $310 billion on stock buybacks.

These price hikes aren't unavoidable.

They're… — Sen.

Bernie Sanders (@SenSanders) June 25, 2026 Elon Musk And Dan Ives Offer Their Takes Reacting on X, Tesla Inc. (NASDAQ: TSLA ) CEO Elon Musk shared a Wall Street Journal report on how the AI spending boom is pushing up costs across the economy.

He quipped, “Biggest price jump in anything I’ve ever seen too,” referencing CEO Tim Cook’s remark that the increase in component costs was unlike anything he had witnessed “in any area in over 40 years.” Tim Cook, who told The Wall Street Journal that the jump in costs was unlike anything he had seen "in any area in over 40 years." Biggest price jump in anything I’ve ever seen too. — Elon Musk (@elonmusk) June 25, 2026 Wedbush analyst Dan Ives backed Apple’s decision, writing that the company “had to raise prices for this memory wave of cost increases” and adding that Apple “ripped the band-aid off” because it was “the right move for margins.” Apple had to raise prices for this memory wave of cost increases….they ripped the band-aid off and we view this as the right move for margins @CNBCClosingBell 🍎📱🏆📺👇 — Dan Ives (@DivesTech) June 25, 2026 Gene Munster Dismisses Apple Demand Concerns Deepwater Asset Management’s managing partner Gene Munster argued the market reaction was excessive, saying Apple customers remain loyal despite higher prices. “$AAPL trading down … feels like an overreaction on fears of demand destruction,” Munster wrote, adding that Apple’s ecosystem makes demand relatively inelastic. $AAPL trading down 5% on the news of an average Mac weighted price increase of about 17% (factoring in mix) feels like an overreaction on fears of demand destruction.

My take is for the most part, demand for Apple products are inelastic, that is a large change in price has a… — Gene Munster (@munster_gene) June 25, 2026 According to Edge Stock Rankings, Apple stock earns a Quality score in the 98th percentile, reflecting strong price performance across the short, medium and long term.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published editors.

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