Shares of Dell Technologies Inc. (DELL.US) fell 9% on Thursday, trading at $395.

The decline follows news that Apple (AAPL.US) has implemented broad price increases for its Mac, iPad, and home device lineups. This move aims to offset rising costs driven by an unprecedented shortage of memory chips and storage components.

Updates to Apple's online retail store show price hikes for several models, including the MacBook Neo, MacBook Pro, MacBook Air, iPad Air, and iPad Pro. Notably, the starting price for the latest MacBook Neo laptop has risen from $599 to $699, while the MacBook Air now starts at $1,299, up from $1,099.

In a recent stark warning, Apple CEO Tim Cook described a "once-in-a-century" supply chain crisis impacting major U.S. tech firms, including Apple, Dell, and HP Inc. (HPQ). The frenzy for AI-related hardware has triggered a scramble for memory chips, placing immense cost pressure on end-product electronics manufacturers and making price increases seemingly inevitable.

Cook remarked that the situation is a "hundred-year flood," a phenomenon he has not witnessed in any region over his four-decade career.

The explosive growth in the AI server sector has dramatically increased global demand for high-performance memory and storage chips (DRAM/NAND). This surge has intensified competition for key chips within the consumer electronics industry, causing memory and storage chip prices to quadruple since last year.

The ripple effects of this chip crisis extend far beyond Apple. Memory chips are core components in smartphones, laptops, smart vehicles, and medical equipment. As cost pressures move down the supply chain, PC and server giants like Dell and HP are also feeling significant strain.

Wall Street analysts suggest that as upstream chip manufacturing capacity is increasingly absorbed by the high-margin AI infrastructure build-out, the resulting supply-demand imbalance and cost pain for downstream traditional consumer electronics are only just beginning. In the coming quarters, global consumers may have to brace for widespread price increases across electronic goods.