According to潮向 Research, Morgan Stanley's latest report on Apple, released on July 14, 2026, reveals that Apple has increased prices for Macs, iPads, and accessories by 15–54% over two weeks, driven primarily by forced cost hedging rather than simple profit maximization. DRAM and NAND chip costs are projected to rise by 190% and 280%, respectively, by 2027. The chip cost for a single iPad is expected to increase from $51 to $144, consuming 30–40% of gross margin on its own.
Apple Raises Prices on Mac, iPad, and Accessories Amid Soaring Chip Costs
TechFlowShare
Summary
According to a Morgan Stanley report dated July 14, 2026, Apple increased prices on Mac, iPad, and accessories by 15–54% over two weeks. On-chain data indicates rising chip costs, with DRAM and NAND prices projected to surge by 190% and 280% respectively by 2027. The Fear & Greed Index for tech manufacturing reflects mounting pressure, as iPad chip costs alone could rise from $51 to $144, eroding 30–40% of gross margins.
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