Apple, Microsoft, HP and other gadget makers are being forced to choose between sacrificing sales or profit.

Apple has raised prices on Macs and iPads by 15% to 25%, blaming a surge in memory and storage chip costs driven by the AI data-center boom. CEO Tim Cook told The Wall Street Journal the increases were "unavoidable,

Apple says soaring memory chip costs driven by AI demand have forced it to raise prices of iPads and MacBooks, with more products potentially affected.

Apple CEO Tim Cook this week said that price increases are "unavoidable" due to the ongoing RAM shortage, which has led to skyrocketing prices for memory chips. "We're doing our best to mitigate the huge increases that are being passed to us,

Rising component costs and a major leadership transition mean Apple hardware prices could jump well before the iPhone 18 launch.

Apple Inc.’s (NASDAQ:AAPL) decision to raise MacBook and iPad prices sparked criticism from Sen. Bernie Sanders (I-Vt.), while Wedbush analyst Dan Ives defended CEO Tim Cook’s decision as necessary to protect profit margins.

The senator cited Apple's record profits to attack higher Mac prices, but a Community Note challenged his buyback claim.

After Apple CEO Tim Cook confirmed that prices for Apple products will increase, a new report suggests how much the iPhone may cost.

Apple Inc. CEO Tim Cook says the difference between strong employees and truly brilliant ones comes down to purpose, arguing that excellence alone can take workers far, but not all the way. Cook Says

Apple rarely passed rising component costs directly to buyers. Here's why today's price hikes feel different from anything the company has done before.