SAN FRANCISCO, June 25 (Reuters) – Apple (AAPL.O), opens new tab raised iPad and MacBook prices on Thursday, saying it could no longer shield customers from soaring memory and storage chip ​costs driven by the AI industry’s datacenter buildout.

The move does not affect Apple’s main cash cow, the iPhone. But it would take starting price of the Neo – ‌its lowest priced laptop aimed at winning marketshare from affordable Windows and Chromebook laptops – from $599 to $699 months after launch.

You’ve probably heard people say that AI is coming for your job. But right now, it’s coming for your laptop budget.

The latest tech panic has a fittingly dramatic name: RAMageddon. It refers to the global memory-chip supply shortage pushing up the price of laptops, phones, graphics cards and other devices.

AI data centers need enormous amounts of memory, especially a premium type called high-bandwidth memory, or HBM. Big Tech demand is massive, margins are better and chipmakers are following the money. The AI industry has become its main goal, pulling supply toward servers and away from regular consumer tech.

Apple’s Certified Refurbished store has been a sanctuary for people who balk at the prices of new Apple products, but it provided little shelter from today’s increases across many of its lines. Reconditioned items are also more expensive.

Outgoing Apple CEO Tim Cook warned last week that price increases were coming due to the scarcity of memory components that are being reserved for building out AI infrastructure.

Here are the latest changes from Apple:

MacBook Neo entry $599 increasing to $699

MacBook Air 512GB $1099 increasing to $1299

MacBook Pro 1T $1699 increasing to $1999

iPad Air 128GB $599 increasing to $749

iPad Pro Wifi 256GB $999 increasing to $1199

Apple’s pricing playbook has historically involved removing the lowest-cost option, making higher storage or memory the new starting point, or steering buyers toward Pro models and higher-capacity versions.