The AI Memory Crisis Has Apple Pushing Buyers Away From the M5 MacBook Air to the Pricier MacBook Pro

Apple's unusual response: Steer customers to the MacBook Pro

Rather than simply apologizing for delays, Apple is doing something it has rarely done before: actively pushing customers toward a more expensive product. In his Power On newsletter, Mark Gurman reported that Apple is "prominently steering customers toward the base MacBook Pro instead of the Air" . Some Apple marketing materials now include the warning: "MacBook Air subject to availability" . The reason is twofold. First, Apple allocates its limited memory supply to higher-margin products first, and the 14-inch MacBook Pro qualifies . Second, the company appears to be clearing inventory of the current M5 Pro model ahead of an expected M6 MacBook Pro refresh later this year . As one industry observer put it: "If the MacBook Air is unavailable and the entry-level Pro is the one Apple can ship, consumers aren't really comparing specs anymore. They're choosing between waiting longer or spending more" .

Price increases: Two rounds in four months

Apple has raised MacBook Air prices twice since the line debuted in March 2026. The first increase came at launch, when the M5 MacBook Air started at $1,099 — a $100 jump from the prior M3 model's $999 starting price . The far larger increase came on June 25, 2026, when Apple announced broad price hikes across MacBooks and iPads, calling the increases "unavoidable" due to soaring memory and storage costs . The base 13-inch M5 MacBook Air rose from $1,099 to $1,299. The entry-level 14-inch MacBook Pro jumped from $1,599 to $1,999 — a $400 increase for the same machine . Higher configurations rose by $100 to $400+ across the lineup . Apple's stock dropped 6% on the day of the announcement .

How long will the crisis last? Industry analysts see no quick fix

The consensus among memory manufacturers and analysts is that the shortage will be far more prolonged than previous cycles:

• SK Hynix CEO Kwak Noh-jung called 2027 "the worst year in the industry's history from the supply perspective" and said customer demand is expected to remain higher than supply capacity "even beyond 2030" .
• Samsung, which supplies roughly one-third of the world's memory chips, expects tight supply to intensify in 2027 and last until at least 2028 .
• Micron CEO Sanjay Mehrotra expects the shortage to last through 2027, with gradual improvement starting in 2028 .
• Synopsys CEO Sassine Ghazi told CNBC the chip "crunch" will persist through 2026 and 2027, noting that memory manufacturers need at least two years to bring new fabrication capacity online .
• Jefferies projects memory prices will rise 40–50% in Q3 2026, another 30–40% in Q4 2026, and a 40–45% year-on-year increase for all of 2027 .
• Gartner forecasts PC shipments will drop 10.4% and smartphone shipments 8.4% in 2026, with PC prices rising 17% and smartphone prices rising 13% compared to 2025 .
• Kearney's PERLab analysis projects the shortage could last at least until 2030 .

The broader impact: Every brand is feeling the pressure

Apple is far from alone. Dell, Lenovo, HP, and Microsoft have all implemented similar price increases in response to the same memory shortage . Even the supply of DRAM to independent module makers could drop to just 30% of 2026 levels in 2027, according to Apacer CEO C.K. Chang . TF International Securities analyst Ming-Chi Kuo noted that an estimated 15–20% of memory capacity allocated to consumer electronics in 2026 is expected to shift to data centers in 2027, with that share potentially growing . The root cause — hyperscaler AI buildout consuming HBM, DDR5, and enterprise SSD supply — shows no sign of slowing .

What this means if you're buying now

If you need a MacBook Air soon, ordering now and planning for a late-August or September delivery is your only direct path to the Air . The alternative Apple is offering — the base 14-inch MacBook Pro at $1,999 — will ship sooner, but costs $700 more than the Air's current $1,299 starting price. Waiting for the crisis to ease could mean waiting until 2028. With every major memory maker warning of intensifying shortages through 2027, the AI-driven squeeze on consumer electronics appears structural, not temporary.