Tim Cook made it official this week: Apple device prices are going up. The cause is a squeeze on memory chip supply, driven by the explosion in AI data centre demand. With less supply available for consumer devices, costs are rising – and Apple has said it can no longer absorb them.
This isn’t just about Apple, Samsung has already signalled price increases for H2 2026, and the broader smartphone market is expected to follow. Industry estimates currently point to an average 20% rise across smartphones this year. That’s a material number for any business managing a device fleet.
What's actually happening
Apple rarely raises prices mid-product cycle – in all of our time watching this market, we’ve seen it happen once. What’s more likely is that the new iPhone range, expected in September, will launch at a higher price point than its predecessor. The same is anticipated for new MacBook Pros, also rumoured for September.
We’ve already seen Apple pull Demand Generation pricing earlier than usual on the current iPhone range – a quiet signal that the commercial dynamics are shifting.
What this means for your business
If you have device refreshes, fleet upgrades, or procurement planned for the next 12 months, the landscape has changed. Waiting is likely to cost more. The options worth considering now:
Accelerate procurement where it makes sense. If a refresh was already on the roadmap for late 2026 or early 2027, pulling it forward could lock in current pricing before the new range lands.
Extend device lifecycles. For devices that are performing well, extending by 12 months is a straightforward way to defer cost pressure without disrupting the business.
Explore alternatives. Apple’s MacBook Air (previously positioned at education/students) is being adopted by enterprise businesses as a cost-effective alternative to Windows laptops, whose prices have also been climbing. It’s worth a look if you haven’t already.
Build flexibility into budgets. If procurement is locked in for the year, flag the risk now. A 20% increase on hardware spend is significant enough to warrant a conversation with finance before it becomes a surprise.
Our take
This is a structural shift, not a short-term spike.
AI demand isn’t going away, and component costs will remain elevated. The businesses that plan ahead now will be in a better position than those reacting in Q1 2027.
We’re already working through this with customers. If you want to review your options – fleet strategy, alternative devices, refresh timing – we’re well placed to help.
