Apple Stock Falls 7.5% This Week Amid 15%-25% Mac and iPad Price Hikes

According to Morgan Stanley and Wedbush, Apple stock fell 7.5% this week (ended June 26), marking its worst performance since February, amid 15%-25% price increases on Mac, iPad, and accessories. The hikes stem from record-high global memory chip costs driven by surging AI demand.

Morgan Stanley analysts noted the price adjustments represent an unprecedented 15-year move to defend gross margins rather than merely offset cost inflation. Wedbush maintained a bullish outlook, saying Apple remains well-positioned to raise prices without materially hurting demand, citing strong ecosystem lock-in and premium product focus, maintaining an "Outperform" rating and $400 price target.