Apple has increased prices on several products, including MacBooks and iPads, citing the high cost of components driven by the AI industry’s demand for RAM and storage. This trend is not unique to Apple, as other companies like Xbox have also raised prices due to the same reason. Consumers are being asked to pay more for products they didn’t necessarily ask for, despite companies like Apple posting record earnings. Why it matters: the price hikes reflect a broader shift in the tech industry’s priorities, where the pursuit of AI innovation is being subsidized by consumers, potentially altering the dynamics of the market and the relationship between companies and their customers.