Apple has raised prices across its Mac, iPad, HomePod, and Vision Pro lines, with some models up by a third or more. The iPhone is untouched for now, but higher prices on the iPhone 18 look likely in September.
As we forecast last week, Apple has raised its prices across numerous product categories. If you needed any further sign that RAMageddon is all too real, this is it. Apple has famously “generous” margins, and immense purchasing power given the scale it operates at. That allows it to ride out supply chain shocks that would immediately hit smaller competitors. So, when Apple raises prices across nearly its entire product line, mid-cycle, it's a signal that something has gone seriously wrong.
Historically, Apple doesn’t do this. Prices on Apple products stay fixed from launch until the day a new model replaces them, with only occasional discounting and that usually by third parties. But the memory shortage has been working its way through the industry for months now. PlayStation, Xbox, Nintendo Switch, Steam Deck, Microsoft Surface, and Samsung's Galaxy S26 (which arrived with less storage and higher prices than its predecessor) have all been high-profile casualties.
In a statement, Apple said: "We have never seen a component price increase this much, this quickly. We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices.”
MacBook Neo: $699 (up from $599, +17%)
13-inch MacBook Air: $1,299 (up from $1,099, +18%)
15-inch MacBook Air: $1,499 (up from $1,299, +15%)
M5 MacBook Pro: $1,999 (up from $1,699, +18%)
M5 Pro MacBook Pro: $2,499 (up from $2,199, +14%)
M5 Max MacBook Pro: $4,099 (up from $3,599, +14%)
iMac: $1,499 (up from $1,299, +15%)
M4 Max Mac Studio: $2,499 (up from $1,999, +25%)
M3 Ultra Mac Studio: $5,299 (up from $3,999, +33%)
iPad: $449 (up from $349, +29%)
iPad mini: $599 (up from $499, +20%)
11-inch iPad Air: $749 (up from $599, +25%)
13-inch iPad Air: $949 (up from $749, +27%)
11-inch iPad Pro: $1,199 (up from $999, +20%)
13-inch iPad Pro: $1,499 (up from $1,299, +15%)
HomePod mini: $129 (up from $99, +30%)
HomePod: $349 (up from $299, +17%)
Apple TV 4K: $199 (up from $129, +54%)
Vision Pro: $3,699 (up from $3,499, +6%)
The Apple TV 4K takes the sharpest hit in percentage terms at 54%, reflecting its high memory content relative to its price point. At the other end, Vision Pro buyers face only a 6% rise. Mac Studio customers see the steepest Mac increases, with the M3 Ultra models up by a third.