Apple Inc. announced significant price increases on many of its products, including all Mac models, iPads, Vision Pro, and home devices like HomePod and Apple TV. These price adjustments went into effect on Thursday, June 25, 2026, and are being implemented globally. The company attributes these hikes to an "unprecedented" rise in the cost of memory chips and storage, driven by the rapid expansion of AI data centers.
Specific price increases include the entry-level MacBook Air jumping from $1,099 to $1,299, and the MacBook Pro from $1,699 to $1,999. The MacBook Neo, a new entrant, is now $699, up from $599, and the Mac Studio climbed from $1,999 to $2,499. For tablets, the iPad Air increased from $599 to $749, the iPad Pro from $999 to $1,199, and the base iPad model from $349 to $449. The iPad Mini saw a price hike from $499 to $599. The Vision Pro headset also became more expensive, moving from $3,499 to $3,699.
While iPhone, Apple Watch, and AirPods prices were not increased in this round, Apple hinted at potential future price adjustments for additional products. In a statement, the company noted that memory prices have surged more than fourfold since Q4 2025, making it impossible to absorb these costs without significant losses. Apple's CEO Tim Cook had previously described these price hikes as "unavoidable." This move has led to a decline in Apple's shares and is seen as the first instance of a major consumer company directly attributing price increases to the AI boom, potentially setting a precedent for other electronics manufacturers.
