Apple increases AppleCare+ prices as the memory shortage transitions from hardware to services.

      Apple has increased the monthly prices of AppleCare+ for Macs and iPads by 50 cents, as reported by Bloomberg on Tuesday. This move extends the trend of price hikes that has already affected the company's hardware products. The annual plans have also seen a five-dollar increase. The new prices only apply to new subscriptions, meaning that existing customers will retain their current rates.

      With the updated pricing, a monthly AppleCare+ plan for a 13-inch MacBook Air has risen from approximately $7.50 to around $8, while the annual plan increased from about $75 to $80. Although these adjustments are relatively small on their own, they follow a pattern identified by Tim Cook in June, who indicated that price hikes were "unavoidable" due to the global memory chip shortage.

      Last month, Apple raised the prices of various products including iPads, Macs, Vision Pro headsets, HomePod speakers, and Apple TV devices, with some witnessing increases of several hundred dollars. The $599 Mac Mini was completely removed from the lineup earlier this year as rising DRAM costs made it unfeasible to maintain its price point. Analysts expect Apple to raise iPhone prices as well when new models are released in September, affecting one of its primary revenue sources.

      AppleCare+ provides support for customer inquiries, accidental damage repairs, and battery replacements for its devices. Last year, the company introduced AppleCare One, a different service priced at about $20 per month, allowing coverage for up to three devices under one plan. The recent increase in AppleCare+ prices appears to not impact the pricing of AppleCare One.

      The driving force behind these changes mirrors the broader price hikes across the tech industry. The surge in AI data center construction has significantly consumed the global production of memory, causing DRAM prices to rise sharply and limiting the supply available for consumer electronics. According to Counterpoint Research, memory prices have roughly quadrupled over the last three quarters, as major manufacturers like Samsung, SK Hynix, and Micron have shifted their focus towards high-bandwidth memory for AI servers.

      While a 50-cent increase in a service plan is unlikely to significantly alter purchasing decisions by itself, it does indicate that Apple is facing cost pressures that extend beyond hardware. When a company that has built its services division into a $100 billion annual revenue source starts adjusting warranty subscription prices due to increased component costs, it highlights the extensive impact of the memory shortage across the industry.

      Published July 15, 2026 - 9:22 pm UTC