Microsoft announced on Thursday it will raise Xbox console prices worldwide by between $100 and $150 from 1 August, citing soaring storage and memory costs driven by AI-related demand. In the United States, the Xbox Series S will increase to $500, and the Series X will cost up to $800; the 2TB model will be discontinued. This is the third Xbox price increase after a worldwide hike in May 2025 and a U.S.-only increase in October. Apple also announced substantial price increases for Macs and iPads on Thursday, following CEO Tim Cook's earlier warning that price rises had become "unavoidable." Apple described the demand spike as an "unprecedented challenge." The new entry-level MacBook Neo will cost $100 more, the 512GB MacBook Air and 256GB iPad Pro Wi-Fi will each cost an extra $200, the 1TB MacBook Pro will become $300 more expensive, and the 128GB iPad Air will cost an additional $150. Apple shares fell $13.29, or 4.5%, to $279.88 in afternoon trading on Thursday. IDC analyst Nabila Popal said the increases were larger than expected, suggesting iPhone prices could rise by as much as $200 for the Pro and Pro Max models. Sony and Nintendo have also raised console prices recently.