Apple has dramatically raised its prices on a wide range of devices in response to rising memory chip costs driven by the AI boom, the company said.
The increases affect MacBook laptops, iPad tablets, HomePod speakers and the Apple TV streaming box, although iPhones have initially been spared.
The scale of the increase varies by model and country. In Europe, Apple's cheapest MacBook model, the Neo, now starts at €799 in euro countries, up from €599.
The entry price for the better-equipped MacBook Pro has risen from €1,799 to €2,199.
The cheapest iPad model goes up from €379 to €499. The HomePod mini now costs €139, an increase of €30. The Mac Studio (M3 Ultra) has meanwhile seen one of the highest price jumps, rising €960 from €4,799 to €5,759.
Price increases of around 20-30% have hit most Apple products, however for the time being, the iPhone, AirPods, Studio Display and Apple Pencil remain unaffected from the price changes.
Apple's price hikes are impacting buyers elsewhere, and the newly launched entry-level MacBook Neo is jumping from $599 to $699 in the US and £599 to £699 in the UK.
Apple chief executive Tim Cook told the Wall Street Journal a week ago that price increases had become unavoidable given rising chip costs.
The entire industry has been grappling for months with a shortage of memory chip capacity driven by the large-scale construction of data centres for artificial intelligence, sending component prices sharply higher.
Apple had until now largely managed to keep device prices stable for customers, in part thanks to long-term supply contracts. The company said in a statement describing an industry-wide challenge: "We have never seen a component price increase this much, this quickly."
Several PC manufacturers and games console makers have already raised their prices. Other major electronics companies have also recently indicated that memory chip cost increases have reached a level that cannot be absorbed without passing them on to customers.
Apple's share price fell by around 5% at one point during US trading following the worldwide price increase. Industry analyst Francisco Jeronimo of market research firm IDC highlighted in particular the price rise on the MacBook Neo.
According to IDC calculations, the device is on course to become the world's best-selling laptop model this quarter. The fact that Apple was also raising prices on the Neo showed that the company was prepared to accept a slower pace of growth in order to defend profitability, he said.
