Apple is facing a situation the company hasn't experienced in years. Across the entire computer industry, prices for RAM and flash storage are skyrocketing. This is primarily due to supply bottlenecks caused by the global expansion of AI data centers. The price increases are drastic: In recent months, the cost of memory modules has sometimes quadrupled, and there's no relief in sight. Against this backdrop, one question is increasingly coming into focus: Will Apple capitalize on this trend and raise memory prices for upcoming Mac models?
Apple is known for charging high prices for memory upgrades. At the same time, the company has pursued a very long-term procurement strategy for years, often concluding supply contracts well in advance. This very combination of high margins and long-term planning makes it difficult to predict whether and when Apple will react to rising memory prices. Looking at upcoming Mac generations helps to put the situation into a more realistic perspective.
New Macs and possible price adjustments
Apple is expected to unveil new Macs soon. New MacBook Pro models with M5 Pro and M5 Max processors are particularly anticipated. Generally, when Apple adjusts prices, it usually coincides with new product generations. However, Apple has not raised storage prices to date, and there is currently no concrete evidence that this will happen with the M5 models.
From an economic perspective, this seems understandable. Despite the sharply increased market prices, Apple continues to achieve high margins with its memory upgrades. A short-term price adjustment is therefore not absolutely necessary.
Apple's memory pricing in detail
A look at concrete figures clarifies the situation:
- Apple charges $400 (€500 in Germany) for an upgrade from 16GB to 32GB of Unified Memory across its entire Mac product line. A single 16GB DDR5 memory module currently costs around $230. While this isn't a direct comparison, as Apple's Unified Memory is structured differently, the price difference illustrates the magnitude of the upgrade.
- In the high-end segment, Apple charges $800 for an upgrade from 64GB to 128GB of Unified Memory. A 64GB DDR5 kit currently costs around $700. In this segment, the costs for Apple and the open market are converging significantly. The profit margin is lower than usual, but still present.
It's important to note that Apple has very likely entered into long-term supply contracts. These contracts should prevent rising market prices from being immediately passed on to its own products. At the same time, these contracts could make new Macs harder to obtain if shortages persist.
The situation with the M6 Macs is worsening
The situation is likely to worsen in the coming months. According to an industry analysis reported by CNBC, memory prices are expected to rise by approximately 55% by the end of the first quarter of 2026 compared to the end of Q4 2025. Should this forecast prove accurate, Apple's current RAM pricing structure would no longer be viable in the long term.
This gives Apple the option of adjusting memory prices with the next generation. This refers to the M6 Macs, which may be released in the summer or fall. During this period, Apple might be forced to pass on at least some of the higher purchase costs.
Additionally, Apple is losing priority with key suppliers. At TSMC, AI companies like Nvidia, with significantly larger budgets, are now taking center stage. This development is likely to affect not only chips but also other components, putting pressure on Apple's existing supply agreements.
A realistic look at Apple's room for maneuver
Ultimately, all of this is based on informed speculation. The price comparisons are based on retail end-customer prices for RAM modules and offer only limited insights into Apple's actual purchasing costs. Furthermore, Apple most likely negotiated the prices for the M5 devices before the current shortage.
For these reasons, an increase in memory prices for new Macs is not expected in the short term. However, should the market situation not improve, the likelihood increases significantly that Apple will charge higher prices for memory upgrades with the M6 models.
Anyone currently needing a Mac with plenty of storage might consider buying one sooner. However, for most users, there's no immediate risk. Apple demonstrated last year that even the threat of tariffs and challenging market conditions doesn't automatically lead to higher prices. At the moment, there are more reasons for caution than genuine concern. (Image: Apple)
- Apple and India: Antitrust case with global implications
- Data leak without a hack: How 149 million passwords got online
- WhatsApp is testing a new group feature for chat histories
- Apple remains the industry benchmark in the Fortune 2026 ranking
- Apple Event for Creatives: Is the new MacBook Pro coming?
- Apple AI lawsuit: Judge rejects Musk's source code request
- Apple accuses the EU of political delaying tactics
- App Store: Significantly more advertising will be added starting in March 2026
- Apple Watch improves early detection of atrial fibrillation
- Apple significantly increased its lobbying spending in the US in 2025
- Apple under pressure: Investors demand transparency regarding China
- Apple TV and the 2026 Oscars: F1 becomes a beacon of hope
- Apple is enticing buyers in China with New Year's discounts
- ChatGPT Atlas: New update improves the AI browser
- Apple leads the Global 500 2026 as the most valuable brand
- Apple supplier Luxshare: Hackers steal product data
- Threads is introducing advertising worldwide – here's what's changing now
- Apple TV reveals release date for For All Mankind Season 5
- Apple responds to BOE problems and relies on Samsung
- Apple and tracking: France's landmark ruling
- iPad Pro & Air: Apple releases new firmware for Magic Keyboard
- Apple faces patent lawsuit over Eye Contact feature
- Apple faces a protracted dispute over fall detection
- iPhone 17 Pro: Tests dispel concerns about discoloration
