Apple just did something it almost never does: raise prices across its product lineup. And the shockwave didn’t stop at Cupertino.
On June 25, Apple increased prices on its Mac, iPad, and home device lines, blaming soaring costs for memory and storage chips. The result was swift and brutal. Apple shares dropped between 4.8% and 6.1%, erasing roughly $250 billion in market capitalization. That makes it the company’s worst single-day performance since April 2025. By the next morning in Asia, the damage had spread across the Pacific.
The Asian tech rout
SoftBank led the carnage on June 26, plunging as much as 11%. Samsung Electronics, SK Hynix, and TSMC all posted notable declines as investors reassessed the outlook for component demand.
CEO Tim Cook said the rising memory costs had become “unsustainable,” framing the price increases as a necessary adjustment rather than a strategic choice.
