Apple Rebuilds Siri With Gemini AI, Raises Some MacBook and iPad Prices as DRAM Jumps 60%
Updated
Updated · The Motley Fool · Jun 29
Apple Rebuilds Siri With Gemini AI, Raises Some MacBook and iPad Prices as DRAM Jumps 60%
3 articles · Updated · The Motley Fool · Jun 29
Summary
Apple tied its Siri overhaul to Alphabet's Gemini model and rolled out AI features that need more device memory, limiting the upgrade to newer iPhones.
More than 60% quarter-on-quarter DRAM price gains are squeezing hardware costs, pushing Apple to lift prices on some MacBook and iPad models and signaling more increases could follow.
Tim Cook is betting the AI-driven Siri refresh will spur iPhone upgrades this fall, giving Apple room to protect gross margins while sustaining unit demand.
22% iPhone sales growth through the first six months of fiscal 2026 has helped Apple delay broader price hikes, but the company now appears to be using its brand strength to pass through higher component costs.
Memory prices are cyclical while device prices tend to stick, leaving Apple positioned for steadier revenue growth now and potential margin expansion later if chip costs ease.