The chip shock: AI's bill reached the shops and rattled the markets
Apple and Microsoft raised prices over memory costs, and Asian tech stocks tumbled. SoftBank fell as much as 13%.
For months we kept hearing that artificial intelligence would cost a fortune to build. This week we found out who pays the bill: us, at the tech-shop checkout.
Apple and Microsoft announced consumer price hikes within days of each other — and the markets did not like the message. Asian tech stocks took a heavy tumble, with Japan’s SoftBank falling more than 13% in a single day and dragging half the sector down with it.
Why this is happening
Blame the memory. The price of memory chips — DRAM and NAND, the stuff that stores your photos and keeps your phone snappy — has quadrupled since 2025. The reason is simple: factories have swung production toward high-bandwidth memory (HBM), the kind AI data centres swallow by the million. That leaves little capacity for everyday-device memory, and when supply shrinks, the price jumps.
What it means for your wallet
You can already see it on the price tags. Apple pushed some models up by as much as $300 — a 1TB MacBook Pro went from $1,699 to $1,999. Microsoft warned that Xbox consoles will cost $100 to $150 more from August, its second hike in under a year.
And here’s what spooks investors: if devices get pricier, people may buy fewer of them. Buy fewer, and the very memory boom that had been fattening share prices could start to cool. In other words, the AI that lifted these stocks might end up tapping the brakes on them — from the least expected direction: the shopper who looks at the price and says, “maybe next year.”
Illustrative · Photo: Sergei Starostin / Pexels