In June 2026 Apple announced price increases for MacBooks and iPads, followed by Xbox which will hike console prices in August, and Sony which already raised PlayStation 5 Pro list prices. The main culprit is the memory chip shortage, driven by the prioritization of AI data centers. According to Shawn DuBravac, chief economist at the Global Electronics Association, this is not a temporary blip: consumers cannot wait for prices to drop.
AI chip shortage as the root cause of price spikes
The scarcity of high-performance memory, explains DuBravac, results from unprecedented demand for AI chips. Semiconductor producers have shifted production toward AI data centers, leaving less capacity for chips used in smartphones, computers, and consoles. This situation shows no signs of resolving soon: the so-called "AI bubble" keeps inflating and chip demand remains high. Consequently, costs are passed on to consumers through gradual price increases.
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Apple, Xbox, and Sony: already announced hikes
Apple moved first: in June it raised MacBook and iPad prices by up to 10% in some regions. Microsoft followed, announcing that Xbox console prices will increase in August 2026, while Sony had already adjusted PlayStation 5 Pro pricing in previous months. These increases add to those already applied last year due to tariffs. Competition among tech giants is intensifying, and new products like the upcoming AirPods Ultra, revealed in iOS 27 beta code, may also see price hikes. For more on Apple's latest, read our article on iOS 27 beta and AirPods Ultra.
The booming refurbished market
Faced with these increases, many consumers turn to the used market. According to Thibaud Hug de Larauze, CEO of Back Market, fear of inflation drives people to upgrade more often but also to seek cheaper alternatives. B-Stock vice president Sean Cleland confirms that refurbished smartphone prices have risen 10-20% since December 2025, a sign of surging demand. The secondary market is experiencing a golden age: used devices sell at higher prices, and manufacturer trade-in programs offer unprecedented valuations. For tips on getting the most from your tech, check our guide on Google Meet for businesses to leverage technology without breaking the bank.
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Buying advice: how to navigate
DuBravac recommends buying refurbished devices to avoid full price. If you need a new product, he suggests monitoring prices: if an item hasn't increased yet, it likely will soon. But even after a hike, it may be the best base price you'll see for a while. On the bright side, the refurbished market is more ethical and sustainable, offering a lifeline for budget-conscious buyers. Meanwhile, the legal dispute between Apple and leaker Jon Prosser, covered in our analysis of Jon Prosser and Apple, highlights the industry's tension. For more on the semiconductor shortage, visit the Wikipedia page on the semiconductor shortage. In summary, experts advise not to wait: prices will keep rising, and the best time to buy is now, possibly opting for refurbished devices.
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Source: https://www.wired.com/story/we-are-in-the-knockout-round-of-price-increases-for-consumer-electronics
