The "super cycle of storage" is disrupting the technology industry: the performance of storage chip manufacturers is exploding, causing prices to rise for Mac and Xbox.

Financial news app Zhitong learned that the American tech giant Microsoft (MSFT.US) announced a third significant price increase for its current generation of Xbox gaming consoles. This marks the third price hike for Xbox within 13 months, highlighting the ongoing shortage crisis of storage chips and related components. This crisis has widely raised the cost of consumer tech electronic products. Starting from August 1st, the 512GB storage version of Xbox gaming consoles will increase by $100, while the 1TB version will increase by $150. Microsoft will also gradually phase out the previous highest storage tier of 2TB.