Apple Raises Mac, iPad Prices 15-25% on Memory Costs
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- Apple raised prices on Macs, iPads, and other products by 15-25%, telling the Wall Street Journal it has "never seen a component price increase this much, this quickly"; iPhone pricing was left unchanged.
- The increases landed one week after Tim Cook told the WSJ that higher memory costs made price hikes "unavoidable."
- Bloomberg's Mark Gurman detailed specific hikes: iMac to $1,499, Touch ID MacBook Neo to $799, Mac Studio up $500 to $2,499, 13-inch iPad Pro to $1,499, and a fully-loaded 16-inch MacBook Pro at $9,999.
- Apple also raised the Vision Pro starting price to $3,699 from $3,499, with the 1TB model now reaching $4,199 — a $700 jump.
- The Financial Times pegged the MacBook and iPad increase at roughly 20%, while 9to5Toys urged readers to lock in Prime Day deals before the hikes hit Amazon.
- Base iPad climbed to $449 and iPad mini to $599, with analysts on X calling the new $749 iPad Air "Apple's worst value product."
Why it matters: Apple is choosing to absorb memory inflation on iPhone — its highest-volume product — while passing the full cost to Mac and iPad buyers, signaling that the memory crunch is severe enough to force a 25% hike even on a company with Apple's margins. With a fully-loaded 16-inch MacBook Pro now $9,999 and the Vision Pro crossing $4,000, premium hardware is getting materially less accessible at the exact moment Apple is trying to push its highest-end devices.
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