Driven by a global RAM shortage from AI demand, tech prices—from Apple’s MacBook lineup to Xbox and PlayStation consoles—are surging in South Africa, making 2026 a tough time for buyers. Picture: KIRILL KUDRYAVTSEV / AFP
I’ve written quite a bit about my frustration with Apple’s massive price hikes. Not that the tech giant pays much attention to a lone technology writer, but in the interest of fairness: they are far from the first hardware and software corporation to join this party.
The culprit? A global shortage of RAM, unified memory, and storage, driven by the insatiable demands of AI workflows. Modern users simply need more memory to run resource-heavy applications like ChatGPT, Google Gemini, Microsoft Copilot, Claude, and Perplexity AI.
In reality, Apple was just the last major tech company to raise its prices. Thanks to long-term supply contracts signed well in advance, Cupertino managed to stay immune to the "RAM-pocalypse"—until recently.
Over the past year, Windows laptops across the board have seen multiple price hikes. For a brief, bizarre moment, that made Apple look like one of the more reasonable brands on the shelf. However, the old order has officially been restored, and Apple is once again charging eye-watering premium prices for its hardware.
