Just last week, Apple caved to pressure to raise prices due to the higher cost of chips. The company made headlines by doing something it almost never does: raising prices on devices already on shelves, not just new models. The entry-level MacBook Neo jumped from $599 to $699. The MacBook Air rose by $200. The 14-inch MacBook Pro climbed $300, putting its starting price at $1,999. Apple TV went from $130 to $200. The iPhone was spared for now, though reports warn the iPhone 18 lineup could cost more this fall.

Apple is not alone. Dell and Lenovo raised laptop prices up to 20% at the start of the year. HP held off longer, stockpiling memory to protect customers, but has warned that prices will rise in the second half of the year as that supply runs out. Microsoft announced Xbox console prices will rise Aug. 1, with some models going up by $100 to $150. Samsung raised the price of the Galaxy S26 by $100 compared to its predecessor. Taken together, price increases have now impacted laptops, gaming consoles and smartphones.

The reason is a memory chip shortage driven by AI. Data centers run by companies like OpenAI, Google and Microsoft require enormous quantities of a specialized chip called high-bandwidth memory, or HBM, which allows powerful AI processors to move vast volumes of data. The companies that make memory for your laptop and phone are the same ones supplying these chips to data centers. When AI operators pay premium prices and sign long-term contracts, manufacturers shift capacity in that direction, leaving consumer electronics makers to compete for what remains.

The obvious question is why manufacturers don’t simply make more chips. A new fabrication plant takes years to build and costs tens of billions of dollars. New U.S. facilities are coming online under the CHIPS Act, but that progress won’t ease consumer supply for years. In the meantime, processing power for AI demand will continue to grow.

If you need a new device, waiting will probably cost you more. Prices are projected to keep climbing through the rest of the year. Micron, one of the world’s largest memory makers, has signed supply contracts with major customers that run through 2030, a sign the industry itself does not expect relief anytime soon.

When buying a laptop, don’t settle for less than 16GB of RAM. That is the minimum needed to run today’s software without feeling sluggish within a year or two, and it is exactly the spec manufacturers are most tempted to cut. 

To limit sticker price increases, some manufacturers are shipping new models with less memory than their predecessors at the same price. Dell and Lenovo have both offered configurations with 8GB of RAM where 16GB was standard a year ago. A laptop that looks like an upgrade on the shelf may actually be a step down inside. For storage, a smaller internal drive paired with cloud storage is often more practical than paying a steep premium for the largest option.

A certified refurbished or previous-generation model can be a smart alternative. A 2024 laptop with 16GB of RAM at $700 is likely a better value than a new 2026 model with 8GB at $900. Year-over-year performance differences between generations are typically modest, and a device that meets your needs today and holds up for several years beats a newer one that is already underpowered.

Sales will still happen, but compare specs carefully, not just price tags. A discounted model may already carry reduced memory, making it a poor deal regardless of how much has been marked down. If you find what you need at a fair price, don’t assume it will still be available next week.

The era of reliably falling electronics prices, a premise so consistent it earned its own law, is on hold. Consumer devices are now competing with AI infrastructure for the same components, and that competition shows no sign of easing. Check the memory before you buy, and don’t count on a better deal around the corner.

Leslie Meredith has been writing about technology for more than a decade. As a mom of four, value, usefulness and online safety take priority. Have a question? Email Leslie at asklesliemeredith@gmail.com.