Apple has increased prices for its Mac, iPad, and accessories by 15-54% over the past two weeks, according to a Morgan Stanley report released on July 14, 2026. The price hikes are attributed to hedging against anticipated surges in chip costs, rather than merely boosting profits. DRAM and NAND chip costs are projected to rise by 190% and 280% respectively in 2027, significantly impacting Apple's production expenses. The report highlights that the chip cost for a single iPad is expected to jump from $51 to $144, potentially consuming 30-40% of the device's gross profit. This strategic pricing adjustment aims to mitigate the financial impact of these escalating component costs.