Apple is raising prices on MacBooks and iPads by as much as €300 due to a global shortage of computer memory, essential for artificial intelligence technologies. CEO Tim Cook characterized the price increases as “unavoidable.” The surge in demand for memory chips is linked to the rapidly expanding AI sector, creating supply chain constraints. This price hike impacts consumers across Europe, with the extent of the increase varying by model. Industry analysts suggest the shortage could persist, potentially leading to further price adjustments from Apple and other tech companies. The move reflects broader inflationary pressures affecting the technology industry and highlights the critical role of component supply in determining product costs. This is the latest example of how the AI boom is impacting the consumer electronics market.