Apple and Microsoft’s Xbox have raised prices for laptops, tablets and video game consoles, citing higher memory chip costs driven by demand from artificial intelligence data centers. The price changes, effective August for Apple and September for Nintendo’s Switch 2, mark the latest increase for products that had previously become cheaper over time. For years, the price of older technology devices generally declined, but recent trends show a reversal. Companies attribute the rise to insufficient supply of dynamic random access memory and other components needed for AI‑heavy workloads, which has outstripped manufacturing capacity. Apple announced a roughly 20 % increase in the prices of its tablet and laptop models on Thursday. Industry analysts reported that the new console pricing is 30 % to 40 % higher than the previous year. Xbox users posted comments on social media expressing frustration over the higher cost of a console that is several years old. A Reddit user suggested the upcoming Helix console might be unaffordable. Apple’s share price fell after the announcement. Counterpoint Research analyst Yang Wang described the memory shortage as the most disruptive supply‑side event the smartphone industry has faced. He noted that premium phone makers such as Apple and Samsung are better positioned to absorb the shock. Nintendo said it will raise the price of the Switch 2 globally starting in September. Valve introduced its Steam Machine gaming PC at a higher price than anticipated, citing spiking component costs. Sony increased the price of the PS5 in the UK and other regions, attributing the change to continued pressures in the global economic landscape. Analysts linked the price hikes to rising DRAM costs, which Counterpoint Research estimated rose from $94 for a 32 GB DDR5 kit in the third quarter of 2025 to $127 in the next quarter, a 122 % increase to $282 in the first quarter of 2026. Memory manufacturers such as TSMC have raised prices as multiple customers compete for production capacity. The competition between consumer electronics and AI data‑center orders has intensified, according to Danni Hewson of AJ Bell. James Bull of RSM UK noted that the four largest U.S. technology firms are projected to spend hundreds of billions of dollars on data centers and AI equipment in 2026, creating a memory demand that the supply chain cannot meet. Some analysts said inflation and geopolitical tensions, including the conflict in Iran and a blockade in the Strait of Hormuz, have compounded the cost pressures. While some observers labeled the price rise corporate greed, others expect the constrained supply to last for up to two years. Micron reported a fourfold increase in quarterly revenue, attributing the growth to strong demand for memory chips. The memory shortage is expected to persist for several years, suggesting that high device prices may continue for consumers.