Apple said the electronics industry is facing an unprecedented challenge due to a surge in demand for chips for AI data centers. The company noted that component prices have risen sharply and quickly. Xbox announced that the price of its basic console will increase by $100 to $499 and that the higher‑memory model will rise by $150 to $749, effective August. The company said it had hoped to avoid another price hike but attributed the increase to rising costs of storage and memory, which have more than doubled and are expected to double again by 2027. Xbox previously increased console prices in October by $20 to $70, making new consoles 30% to 40% more expensive than a year earlier. Apple’s price changes affect the MacBook Pro with 1 TB storage, which rose from $1,699 to $1,999, and the entry‑level MacBook Air in the United Kingdom, which increased from £599 to £699 shortly after launch. Tim Cook told the Wall Street Journal in June that price increases were unavoidable because memory chip conditions are unsustainable. Analysts said Apple’s actions illustrate that even the world’s largest technology firms are feeling pressure from rising component costs. Market research firms Counterpoint and Forrester expect other PC and tablet manufacturers to follow suit, either by raising prices, reducing discounts, or shifting focus to premium devices. Valve announced that its planned price for the Steam Machine gaming PC is no longer viable and will launch at £879 in the United Kingdom and $1,049 in the United States.