Apple lifted prices on its Mac and iPad lines early Thursday, following CEO Tim Cook’s warning that soaring memory and storage costs made hikes “unavoidable.” The online store briefly went dark, then returned with price tags 15%‑20% higher for Macs and 15%‑25% higher for iPads. Analysts estimate the hikes could shave 2% off quarterly revenue forecasts overall significantly recently for Apple.

Among the revisions, the base MacBook Air rose $200 to $1,299, the 13‑inch MacBook Pro jumped $300 to $1,999, and the MacBook Neo increased $100 to $699. iPad Air costs $749, up $150, while iPad Pro reaches $1,199, a $200 lift. Tech Insights reports DRAM and NAND prices have quadrupled in twelve months and are set to keep climbing.

iPhone pricing stayed flat, but Apple warned further adjustments could follow as component scarcity squeezes margins. Investors will watch the effect on Mac and iPad demand, where higher sticker prices risk slowing sales amid a competitive PC market. Enterprise buyers, a growing share of Mac shipments, may also reevaluate budgets.