Apple Shares Fall 6% After iPad and iMac Price Hike

Apple’s stock dropped a sharp 6% on 25 June 2026 after the company announced price increases for its iPad and iMac products. Investors feared rising costs would dampen consumer demand in price-sensitive markets. The stock closed at $274, down from $293, marking the stock’s sharpest single-day drop in more than a week.

The price hikes were driven by exploding memory and storage costs, largely fueled by the global AI boom. That Apple would pass those costs on to customers is in contrast to the typical supply chain approach. Among the new prices: the MacBook Neo rose from $599 to $699, the MacBook Air from $1,099 to $1,299, and the MacBook Pro (14-inch) rose from $1,699 to $1,999. The larger MacBook Pro (16-inch) rose from $2,699 to $2,999. The iPad Air (11-inch) rose from $599 to $749 and the iPad Pro (13-inch) from $1,299 to $1,499.

But Apple kept the price of iPhones unchanged, showing caution in its most competitive business. CEO Tim Cook described the situation as a “hundred‑year flood” and said Apple had tried to protect customers, but the increase in component costs was “unavoidable.” They also said they were looking at partnerships with Chinese memory suppliers but did not plan to construct their own factories.

The market’s larger context was also reflected in the market’s reaction. Apple fell to a 6% decline, while Micron Technology rose 16% on the same day, with a memory shortage boosting the company’s profit growth. In order to remain profitable, Apple could look for more premium products with less price-sensitive users, analysts say. But the price hikes are raising doubts about the new iPhone lineup and whether or not the Pro will go up in price later this year.

In short, Apple’s 6% stock decline illustrates investors’ anxiety about pricing strategy in a time of record component costs. Apple is clearly focused on premium positioning, but with the higher prices on iPads and Macs, it is likely to dampen the demand among the mainstream. And that is what the AI‑driven memory crisis is reshaping for consumer electronics prices and investor sentiment.