Apple has rolled out considerable price increases across its product lineup as per updates to its online store. These price increases impact iPad, Mac, HomePod mini, and Vision Pro, while iPhone, AirPods, and Apple Watch prices have been untouched for now.
Apple Raises Prices by 30% for Some Products
Apple’s price increase has been massive, to say the least. Cheaper products like HomePod mini see an increase of $30 (30%), while MacBook Neo gets a $100 (16.7%) increase. Other expensive products like Macs see increases ranging from $200 – $300, while the Mac Studio with M3 Ultra sees an eye-watering increase of $1,300.
Here are all the price increases:
| Product | Previous price | New price | Increase |
|---|---|---|---|
| HomePod mini | $99 | $129 | +$30 / +30.3% |
| HomePod | $299 | $349 | +$50 / +16.7% |
| Apple TV | $129 | $199 | +$70 / +54.26% |
| iPad Air | $599 | $749 | +$150 / +25.0% |
| iPad Pro | $999 | $1,199 | +$200 / +20.0% |
| MacBook Neo | $599 | $699 | +$100 / +16.7% |
| MacBook Air | $1,099 | $1,299 | +$200 / +18.2% |
| MacBook Pro | $1,699 | $1,999 | +$300 / +17.7% |
| iMac | $1,299 | $1,499 | +$200 / +15.4% |
| Mac Studio (M4 Max) | $1,999 | $2,499 | +$500 / +25.0% |
| Mac Studio (M3 Ultra) | $3,999 | $5,299 | +$1,300 / +32.5% |
| Vision Pro | $3,499 | $3,699 | +$200 / +5.7% |
Apple had been making incremental moves on pricing for several months, even before Cook’s public comments. The MacBook Air M5, released in March 2026, started at $1,099, up $100 from the M4 model’s $999 starting price, with starting storage doubled to 512GB. Then in May 2026, the Mac mini’s entry price moved from $599 to $799. Apple framed that change as a storage upgrade (256GB to 512GB) rather than a price increase, but the more affordable configuration is no longer available.
The price increase story had been building for more than a week. On June 17, CEO Tim Cook told The Wall Street Journal that price increases were “unavoidable” because of skyrocketing memory and storage chip costs, though he stopped short of naming specific products or figures. Later, Apple went further and confirmed that iPads and Macs could be among the first products to see higher prices, with Cook acknowledging that Apple had been absorbing “huge increases” in what it pays for DRAM and NAND and that the situation had become “unsustainable.”
The changes that have now hit Macs and iPads will be followed by iPhone pricing changes at the iPhone 18 Pro and the expected foldable iPhone launch in September 2026. That timing also coincides with a significant leadership change: John Ternus takes over as Apple CEO on September 1, with Tim Cook moving to the role of executive chairman. Raising prices on the Mac and iPad lineup now, under Cook, would hand Ternus a cleaner slate at launch.
