The global electronics market is experiencing an unprecedented crisis. Leading tech giants — Apple, Microsoft, and Valve — have announced mass price hikes for their devices. According to Apple CEO Tim Cook, the situation has become "unprotected." In a comment to WSJ, the CEO noted that in over 40 years of work, he has never seen anything like this in any sector.

The root of the problem lies in a shortage. There is a limited number of companies in the world capable of producing advanced processors and memory chips, and they physically cannot meet the growing demand. This has forced brands to significantly revise their pricing policies.

New Realities: How Prices Have Changed

The blow to consumers' wallets has been multifaceted. Valve admitted that their home gaming system, the Steam Machine, now costs significantly more than desired: the starting price without a controller is $1,049.

Microsoft has also made adjustments. The price of the Xbox Series X console has risen by $150, while prices for Surface laptops have jumped to the $600 mark.

The most noticeable changes have occurred in the Apple ecosystem. Price increases have already taken effect in the US for iPads, Macs, home products, and the Vision Pro headset:

  • The base iPad model has increased from $349 to $449.
  • The new MacBook Neo computer has risen in price from $599 to $669.
  • The Apple Vision Pro headset now costs $3,699 — $200 more than the previous price.

However, the most serious blow has hit professional equipment. The Mac Studio version with the M4 Max chip now starts at $2,499 (instead of $1,999), and the modification with the top-tier M3 Ultra has soared in price by $1,300 — up to $5,299.

In the US, prices for iPhone, Apple Watch, and AirPods remain unchanged until the September announcements. However, price increases have already occurred in the European and South American markets. For example, in France, the base iPhone 17 model increased from €899 to €969 in just a few days.

Is the Era of "Make Do and Mend" Returning?

In response to the "RAMpocalypse" (shortage of RAM), analysts are urging consumers to return to a philosophy that was popular during World War II. At that time, the UK government ran a "Make Do and Mend" campaign, teaching citizens to repair their own clothing to reduce waste.

Today, experts suggest collectively refraining from buying new devices for the next year or two unless absolutely necessary. "If the market passively accepts the new prices, they will not drop even after the AI bubble bursts," warn specialists.

Alternatives: Repair and the Secondary Market

Instead of chasing the latest gadgets, consumers are advised to focus on repairable technology. Brands specializing in building devices from scratch are emerging. For example, Fairphone smartphones can be disassembled and reassembled in minutes, while Framework laptops can be fully disassembled without special skills.

If a device cannot be restored, the first step is to turn to refurbished electronics stores. Buying certified devices from last year's flagship lines with good discounts and supporting local independent repair shops will be reliable ways to regain control over your finances and gadgets in an era of global price increases.