Apple Inc.Apple raised iPad and Mac prices due to higher memory costs, which may pressure demand, but the immediate impact is margin compression from memory costs.

Apple's cost narrative has shifted from tariffs to memory pricing, with the company now treating tariff refunds as a credit in its margins. In the June quarter, Apple's gross margin of 50.1% included about two percentage points of tariff refund benefit, while the September quarter guide steps down roughly 160 basis points, a decline the CFO attributes almost entirely to higher memory costs. Management notes that the DRAM market is served primarily by three suppliers, and Apple has already raised prices on iPad and Mac in response to what the CEO called a "hundred-year flood" in memory pricing. Despite supply constraints, Apple posted $109.4 billion in June quarter revenue, up 16%, with Mac sales up 29% to $10.4 billion, and guided September quarter revenue growth to 9%-11%.
Apple Inc.Apple raised iPad and Mac prices due to higher memory costs, which may pressure demand, but the immediate impact is margin compression from memory costs.
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