How much are Apple's prices rising overall?
Computers and tablets cost about 15 to 25 percent more, depending on the product and model. This applies worldwide, including Switzerland. Concretely, that quickly amounts to an additional 200 francs, for example for an Apple laptop. Retailers sometimes still have old inventory that can be sold cheaper.
Are iPhones affected as well?
The good news from the consumers' perspective: iPhones are exempt. For its most important product, Apple is sparing customers from a hefty price increase for now.
How does Apple justify the price increases?
Apple justifies the price increases with massively higher costs for purchasing components. It primarily concerns memory chips in the devices. These are in high demand worldwide due to the boom in artificial intelligence. AI applications require enormous computing power.
Does this step come as a surprise?
Not really. Hundreds of billions are currently being invested in AI worldwide. The consequence: chip costs for consumer electronics have also multiplied. This "chipflation" is an industry phenomenon that has been going on for months. Therefore, it comes as little surprise that Apple is passing these higher costs on to consumers.
How are competitors doing?
PCs have also become more expensive, triggered by the shortage of memory chips. Computers and laptops cost about 10 to 20 percent more. Notably, manufacturers are raising prices even though demand, especially for cheaper entry-level devices, is declining. PC firms have partially absorbed some of the sharply increased chip costs themselves, in the form of lower margins. A similar trend can be seen with smartphones: new phones have become more expensive, not only due to better performance but also due to higher production costs.
What does this mean for Apple on the stock market?
Shares came under pressure on Thursday after Apple announced the price increases. The stock closed about 6 percent lower. One reason is likely that analysts now expect further price increases, which could impact sales figures – possibly later also for iPhones.
