Apple Raises Mac, iPad Prices 15-25% Over Memory Costs
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- Apple raised Mac and iPad prices by 15-25%, with the base MacBook Pro jumping $300 to $1,999, MacBook Air to $1,299 from $1,099, MacBook Neo to $699 from $599, iPad Pro to $1,199 from $999, and iPad Air to $749 from $599.
- Apple also raised Vision Pro's starting price to $3,699 from $3,499, with the 1TB model now at $4,199 — a $200 increase on the top SKU.
- Apple said it has "never seen a component price increase this much, this quickly," one week after CEO Tim Cook publicly called higher memory costs "unavoidable."
- Apple kept iPhone prices unchanged "for now" but hinted at potential future increases, a notable carve-out from the otherwise sweeping hike.
- Bloomberg's Mark Gurman reported the increases, characterizing them as "the extreme measure" Apple is taking to offset memory and storage shortages.
- The Polishing Cloth was the lone Apple product observers confirmed was spared from a price increase, becoming a social-media punchline amid the otherwise broad markups.
Why it matters: Apple is passing a severe memory and storage cost crunch directly to consumers with 15-25% markups across Macs, iPads, and Vision Pro — up to $300 on the base MacBook Pro — while leaving iPhone prices untouched despite hinting more increases could come, making this a rare simultaneous, multi-line hike the company itself calls unprecedented in speed and magnitude.
