Apple has implemented a price increase on select products, including several MacBook and iPad models, as the company faces growing pressure from higher memory and storage chip costs. The price changes are already reflected on Apple’s official website in the Philippines.
Driven by Global Surge in Demand for Memory and Storage Chips
In a recent interview, Apple Chief Executive Tim Cook recently said the company has tried to protect customers from rising component costs, but the situation has become unsustainable. He pointed to a global surge in demand for memory and storage chips, driven largely by artificial intelligence companies expanding server capacity. That surge has pushed chip prices higher and is forcing Apple to deal with tighter supply and stronger cost pressure.
Memory and storage chips are core parts of many modern devices, including smartphones, laptops, game consoles, medical equipment, and cars. Smartphones depend on DRAM for active apps and NAND storage for files such as photos and videos. Apple relies heavily on both types of chips, and Cook said the company is being squeezed by limited supply even as consumer demand remains strong.
Cook also said Apple is paying close attention to the DRAM market, where more supply is being directed to high-bandwidth memory used in AI servers. He described the market as one where customers still want devices, but chip makers are passing on “huge price increases.”
Since last year, the prices of memory and storage chips have reportedly quadrupled after major technology companies increased spending on AI infrastructure.
New Prices in the Philippines
In the Philippines, the updated pricing covers multiple devices across Apple’s MacBook and iPad lineup.
| Old SRP | New SRP | |
| MacBook Neo (8GB+256GB) | PHP 39,990 | PHP 49,990 |
| MacBook Neo (8GB+512GB) | PHP 46,990 | PHP 56,990 |
| MacBook Air M5 13-inch | Starts at PHP 72,990 | Starts at PHP 89,990 |
| MacBook Air M5 15-inch | Starts at PHP 85,990 | Starts at PHP 104,990 |
| MacBook Pro M5 14-inch | Starts at PHP 109,990 | Starts at PHP 139,990 |
| MacBook Pro M5 Pro 14-inch | Starts at PHP 149,990 | Starts at PHP 179,990 |
| MacBook Pro M5 Max 14-inch | Starts at PHP 239,990 | Starts at PHP 294,990 |
| MacBook Pro M5 Max 16-inch | Starts at PHP 259,990 | Starts at PHP 309,990 |
| iPad Air M4 11-inch | Starts at PHP 42,990 | Starts at PHP 54,990 |
| iPad Air M4 13-inch | Starts at PHP 54,990 | Starts at PHP 67,990 |
| iPad Mini A17 Pro | Starts at PHP 34,990 | Starts at PHP 42,990 |
| iPad A16 | Starts at PHP 24,990 | Starts at PHP 32,990 |
| iPad Pro M5 11-inch | Starts at PHP 72,990 | Starts at PHP 89,990 |
| iPad Pro M5 13-inch | Starts at PHP 94,990 | Starts at PHP 109,990 |
Frequently Asked Questions (FAQ)
Q: Which Apple products had price increases?
A: The source lists select MacBook and iPad models, including MacBook Air, MacBook Pro, iPad Air, iPad mini, iPad A16, and iPad Pro.
Q: Why did Apple raise prices?
A: Apple is responding to higher memory and storage chip costs caused by strong demand and limited supply.
Q: Is the price increase already visible in the Philippines?
A: Yes. The updated pricing is already reflected on Apple’s official website in the Philippines.
Q: What is driving chip prices higher?
A: The source says AI companies expanding server capacity have increased demand for memory and storage chips.
Q: How far are chip prices expected to keep rising?
A: Memory and storage chip prices are expected to keep rising into 2027.
Emman has been writing technical and feature articles since 2010. Prior to this, he became one of the instructors at Asia Pacific College in 2008, and eventually landed a job as Business Analyst and Technical Writer at Integrated Open Source Solutions for almost 3 years.
