AAPL.BA is trading 4.9% down at $21,660, facing pressure from a broader rotation out of technology and AI-linked names. - The decline is also influenced by Apple Inc.'s announcement today of significant price increases (15% to 25% on some models) for its Mac and iPad products, citing soaring memory and storage chip costs. - Broader market sentiment includes ongoing profit concerns that have weighed on the Nasdaq and large-cap tech stocks. - The stock is underperforming a mixed U.S. market where major indices are currently trading roughly flat.