Apple has increased the price of external hard drives in its stores due to the increased cost of storage. This comes amidst a crisis of supply and demand within the tech industry, with the needs of AI infrastructure buildouts increasing rapidly. The price increases occurred on both the website and in retail outlets. While Apple does influence the final pricing of products, it has limited influence on the product's vendors, as it buys the product from them. The increase in prices is also affecting lower-capacity drives. The issue is not only affecting Apple's retail stock but also the demand for chips used in RAM and SSDs to fuel AI infrastructure.