MacBook Air shortages grow after price increase as Apple adjusts sales strategy

Apple’s MacBook Air is becoming harder to find across its retail network, marking a shift for a company that had largely avoided the component shortages affecting much of the computer industry. After months of appearing insulated from global memory supply issues, Apple is now facing reduced availability of its most popular laptop.

The shortage follows a recent price increase for the M5 MacBook Air, leaving customers paying more while also facing longer delivery times. The combination of higher prices and limited stock comes as pressure on the global memory market continues to build, with concerns that supply constraints could persist for several years.

MacBook Air availability tightens after price rise

Apple has experienced greater supply resilience than many other laptop manufacturers due to its long-term agreements with suppliers, significant purchasing power, and its ability to absorb higher component costs. However, recent reports suggest those advantages are no longer shielding its best-selling notebook from ongoing memory shortages.

According to Bloomberg’s Mark Gurman, availability of several MacBook Air models has become increasingly limited across Apple’s retail channels. Delivery estimates for some standard configurations now extend into late August, while customers ordering customised versions may not receive their devices until September. The reduced availability indicates growing strain in Apple’s supply chain as memory components become harder to secure.

The shortages come shortly after Apple increased the price of the M5 MacBook Air. The 13-inch model was introduced in March at US$1,099, then rose to US$1,299 in June. Customers are therefore paying US$200 more than the original launch price and facing longer waiting periods for their preferred configuration.

The latest developments suggest that rising component costs are beginning to affect Apple’s consumer products more directly. Although the company has historically managed supply disruptions better than many competitors, the MacBook Air’s reduced availability highlights the growing impact of industry-wide shortages.

Apple shifts focus towards the MacBook Pro

Apple has already started adjusting its retail strategy in response to the limited availability of the MacBook Air. Reports indicate that the company delayed its annual back-to-school campaign while placing greater emphasis on the entry-level 14-inch MacBook Pro in stores and marketing materials.

The MacBook Pro offers features that appeal to users with more demanding workloads, including a higher-quality display, additional connectivity options and stronger sustained performance. However, it also costs significantly more than the MacBook Air, making it less affordable for many students and everyday users.

By highlighting the MacBook Pro during the back-to-school shopping period, Apple may be encouraging customers to consider alternative models that are more readily available. The strategy could also help reduce existing inventory before the expected arrival of refreshed MacBook Pro models featuring Apple’s next-generation M6 processor later this year.

While the MacBook Pro may offer greater performance, the MacBook Air remains Apple’s most popular notebook due to its balance of portability, battery life and price. As a result, limited availability of the Air could influence purchasing decisions during one of the busiest periods of the year for laptop sales.

Memory shortages could continue to affect pricing

The current supply issues first became noticeable with Apple’s Mac mini and Mac Studio desktop computers. The expansion of shortages to the MacBook Air suggests that memory constraints are becoming more widespread across Apple’s product range.

Industry expectations indicate that these challenges may not ease in the near future. Samsung, one of the world’s three largest suppliers of memory chips, has warned that memory shortages are likely to intensify during 2027 and continue into 2028. Growing demand from artificial intelligence data centres is expected to consume an increasing share of global memory production, leaving fewer components available for consumer electronics.

If memory and storage component prices continue to rise, Apple could face additional cost pressures that may eventually result in further price increases across its Mac lineup. Although the company has so far managed to balance profitability with competitive pricing, prolonged supply constraints could make that increasingly difficult.

Against this backdrop, Apple’s Upgrade leasing programme may become more attractive to some buyers. The service allows customers to spread the cost of a Mac through monthly payments before choosing whether to return the device, upgrade to a newer model or pay the remaining balance to keep it. While the programme does not reduce the overall purchase price of a US$1,299 MacBook Air, it offers a more flexible payment option as hardware prices continue to climb.