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FILE - The HealthCare.gov website, where people can buy health insurance, is displayed on a laptop screen in Washington, Oct. 6, 2015. (AP Photo/Andrew Harnik, File)

Apple on Thursday announced an increase in prices for Macs and iPads, citing a memory chip shortage brought on by the artificial intelligence boom. The Cupertino, California-based company called the demand spike an “unprecedented challenge” for the consumer electronics industry. The new, entry-level MacBook Neo will now cost $699, up from $599. The 512 gigabyte MacBook Air now costs $1,299, up from $1,099. The one terabyte MacBook Pro is $1,999, up from $1,699. The 128 gigabyte iPad Air is now $749, up from $599, while the 256 gigabyte iPad Pro Wifi is now $1,199, up from $999. Analysts expect iPhone prices to rise later this year.

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FILE - A shopper looks over Apple MacBook laptops on display in a Costco warehouse on June 2, 2026, in Sheridan, Colo. (AP Photo/David Zalubowski, File)

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FILE - A state Senator's laptop displays a proposed Congressional Redistricting Plan during debate on SB 8-D, a redistricting bill, during a special session of the Florida Legislature, April 29, 2026, in Tallahassee, Fla. (AP Photo/Mike Stewart, File)

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Nvidia has unveiled powerful new chips to bring advanced artificial intelligence to Windows laptops and desktops. These superchips will be powering new personal computer models from brands like Microsoft and Dell, and are set to roll out in the fall of this year, according to Nvidia CEO Jensen Huang. Huang spoke at the annual Nvidia GTC conference in Taipei on Monday. Nvidia and Microsoft are aiming to reinvent the personal computer, he said, and the new laptops and desktops will be able to run AI agents locally. Analysts say Nvidia's move could revolutionize the PC market, drive AI applications at home, and offer more choices for consumers.