Apple Inc. announced price increases of roughly 20% on select laptops and tablets, while Microsoft’s Xbox unit raised the price of its baseline gaming console by $100 to $499 and the higher‑memory model by $150 to $749, effective August.

The increases occur amid a worldwide shortage of semiconductor components driven by heightened demand for chips used in artificial‑intelligence data centers.

Analysts say the imbalance has pushed memory and storage costs more than double, with expectations of another doubling by 2027. Taiwan Semiconductor Manufacturing Co. (TSMC) noted that rising inflation is adding to manufacturing expenses.

Apple’s price changes affect the MacBook Pro with 1 TB storage, which rose from $1,699 to $1,999 in the United States, and the entry‑level MacBook Air, now priced at £699 in the United Kingdom after a rise from £599.

Xbox said the console price adjustments reflect higher costs for storage and memory components and that further hikes could occur.

Valve announced a new pricing strategy for its Steam Machine gaming PC, listing it at £879 in the United Kingdom and $1,049 in the United States.

Analyst Paolo Pescatore said Apple’s actions illustrate how the AI boom is influencing consumer‑electronics pricing across the industry.

Market‑research firms Counterpoint and Forrester indicated that other device manufacturers may adjust prices, reduce discounts, or shift product lines toward premium models.

Apple said it has shielded customers from earlier price changes but now considers broader increases necessary, and it expects component pricing to stabilize only when supply meets demand, a condition it does not anticipate before 2027.