The week of June 23, 2026, is marked by several shocks in the tech and gaming market. Between cascading price increases, memory component shortages, and high-pressure video game releases, we sift through the announcements that truly change the game and the surrounding noise.
RAM and flash memory shortage: the hardware constraint that conditions everything else
The structuring factor of this week is not a product, but a supply crisis. The shortage of memory chips (RAM and NAND) simultaneously impacts the prices of smartphones, gaming laptops, and consoles. Delivery times are lengthening, and prices are rising across the board, from manufacturers to retailers.
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We are already observing direct repercussions on mid-range gaming configurations, where the price of DDR5 RAM is straining budgets.
To follow the latest news from Geek Daily on these supply tensions and their concrete effects, daily monitoring remains the best reflex in a rapidly changing market.
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Apple price increase: Mac and iPad are just the beginning
Apple raised the prices of its MacBook and iPad this week. The statement sent to Bloomberg and reported by iPhoneSoft goes further: the brand explains that it has “reached a point” where it must increase the prices of a number of products, and specifies that this initial wave is just the first move.
The products explicitly mentioned as next in line are the iPhone 17/18, Apple Watch Series 11/12 and Ultra 3/4, as well as the AirPods (Max 2, Pro 3). Increases are deemed likely as soon as the iPhone 18 launches in the fall of 2026. Some analysts are already mentioning a price increase of $50 to $200 on the Pro models.
For buyers who were waiting for summer sales to equip themselves with the Apple ecosystem, the timing now works against them.
Concrete impact on the geek basket
The combination of memory shortages and Apple’s pricing policy creates a scissor effect. A MacBook Air configured with 24GB of RAM will cost significantly more in the coming months, both because memory is scarcer and because Apple is raising its margins.
We recommend that buyers do not postpone a Mac or iPad purchase beyond the summer if the need is real. The current prices are likely the lowest we will see before 2027.
Xbox raises console prices by 100 euros in Europe
Microsoft has announced an increase of about 100 euros on its Xbox consoles. The official justification points to the computer component crisis, but the timing also coincides with the imminent release of GTA 6, which is expected to boost hardware demand.
- The standard Xbox Series X crosses a price threshold that brings it closer to the launch price of the PS5 Pro, reshuffling the value-for-money cards between the two ecosystems.
- The Series S, positioned as an affordable entry point, loses part of its selling proposition with this increase.
- The Game Pass remains unchanged for now, but pressure on hardware margins could accelerate a future price revision of the subscription.
Players aiming for GTA 6 on console should keep an eye on Amazon Prime Day offers, which are happening this week.
GTA 6: pre-orders open and controversy over the physical edition
Pre-orders for GTA 6 are now available at several retailers. The price has been officially announced, and a Ultimate edition accompanies the standard edition. In North America, some retailers are already refusing to offer the game, believing that the boxed version does not meet collectors’ expectations.
This controversy reflects an underlying trend: publishers are reducing their physical production costs while keeping the price of the box at the same level as a disc game. For the resale and second-hand market, this is an additional negative signal.
Amazon Prime Days: tech and gaming offers to filter
The Prime Days started this week with four days of promotions. Among the most aggressive categories in terms of discounts, robot vacuums and washers (Tineco, Roborock) account for a significant share of the highlights.
Beware of the classic Prime Day trap: memory products (SSD, RAM) are not necessarily on real promotion this year, precisely because of the shortage. Always check the price history before finalizing a cart.
This week summarizes the state of the geek market in mid-2026: prices are rising everywhere, memory is lacking, and product launches are constrained by hardware. Savvy buyers are weighing between buying now before the next increases and waiting for promotions that, in some categories, may not come.