The company’s CEO highlighted opportunities in AI, embedded software, and secure communications.
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<body><p>STORY: :: Apple</p><p>Apple is hiking prices as the cost of memory chips skyrockets.</p><p>Its lowest priced laptop will jump from $599 to $699, with iPad prices also rising.</p><p>For now at least, the iPhone is unaffected.</p><p>Apple says it can no longer avoid passing on rising costs to consumers.</p><p>The price of memory chips jumped by around 98% in the first quarter, and has continued to soar ever since.</p><p>That is driven by the boom in AI data centers.</p><p>Companies like Nvidia have signed big deals with chipmakers, leaving consumer electronics firms scrambling to secure supplies.</p><p>Apple said it had never seen component prices increase so much, so quickly.</p><p>While iPhones weren’t hit by Thursday’s move, analysts say it’s only a matter of time before they too face price increases.</p><p>Apple shares fell almost 5%, while Dell dropped 8%.</p><p>Some industry watchers say Apple’s rivals may have to do even bigger price increases, as they lack the Mac maker’s deep ties to suppliers.</p><p>Research firm IDC says the global smartphone and computer markets will both see sharp contractions this year due to the rising prices.</p></body>
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