Overview
- Apple updated its online store on June 25 to raise prices across Macs, iPads and several home and pro products with increases ranging from about $30 to $300 for many models.
- Notable changes include the MacBook Neo rising from $599 to $699, the MacBook Air 512GB to $1,299, the 1TB MacBook Pro to $1,999, the iPad Air 128GB to $749 and the iPad Pro 256GB Wi‑Fi to $1,199.
- Apple said it had absorbed rising component costs until now but can no longer do so, and CEO Tim Cook warned last week that the spike in memory prices is a “hundred‑year flood.”
- Markets reacted immediately with Apple shares falling about 4–5% and analysts pointing to extreme DRAM and NAND price jumps plus large AI-focused supply deals for memory makers.
- iPhone, Apple Watch and AirPods prices remain unchanged for now but analysts estimate continued memory pressure could push iPhone price increases of roughly $150–$200 later in 2026 and prompt similar moves by other device makers.