Why is Apple asking me to pay more for Big Tech’s AI obsession?
Consumers are footing the bill for something we didn’t ask for, despite record earnings.
Jun 27, 2026, 9:30 AM EDT
Image: Alex Castro / The Verge
Tim Cook recently said price increases were “unavoidable” and described the company’s pricing as “unsustainable.” The 16-inch MacBook Pro saw its price go up by $300. The 11-inch iPad Air went from $599 to $749. Even the HomePod Mini got a $30 bump to $129. Cook squarely placed the blame at the feet of the AI industry, which is not surprising. RAMageddon has already come for your desktop PCs and gaming consoles. The Xbox has seen its price climb nearly 25 percent depending on the model, and Nothing even canceled an entire phone launch. Apple is just the most recent to jack up prices and point the finger at AI.
The price hikes are “basic economics,” says Tim Derdenger, associate professor of marketing and strategy at Carnegie Mellon University’s Tepper School of Business. As the tech industry has raced to win the AI war, “the price of RAM has skyrocketed because the memory manufacturers have reallocated their production lines to produce new HBM memory for AI data centers and away from consumer DDR5.” And when the cost of components goes up, companies tend to pass those costs on to consumers.
But this isn’t some fluke, or temporary supply chain problem. Companies are choosing data center clients over ordinary buyers because “the same chip earns far more inside an AI server than inside a consumer device,” according to Srikanth Jagabathula, professor of technology, operations, and statistics at the NYU Stern School of Business.
