Selling pressure weighs on Apple stock

Apple has faced increasing pressure due to the rising cost of memory chips and storage units, prompting it to raise prices on several Mac and iPad models. Meanwhile, it kept iPhone prices unchanged to maintain the competitiveness of its most important and profitable product.

The price hikes affected most Mac models, with the MacBook Neo increasing by $100. MacBook Air and MacBook Pro models also saw significant price increases, along with all iPad Air and iPad Pro models, reflecting rising global production costs.

These decisions came amid a negative market reaction, with Apple stock falling more than 6% on Thursday, marking its biggest daily loss since April 2025. Investors are increasingly concerned about the impact of the new prices on demand in the coming period.

CEO's comments

CEO Tim Cook had previously indicated that rising component costs were squeezing profit margins, emphasizing that raising prices on some products had become unavoidable given the ongoing supply chain crisis and rising manufacturing costs.