Apple hikes Mac, iPad prices by $100-$300; iPhone spared

Key Takeaways

• MacBook Air jumps $200 to $1,299; MacBook Pro rises $300 to $1,999
• Base iPad increases 29% from $349 to $449 as memory costs surge
• Memory prices up 4x since Q4 2025 due to AI infrastructure buildout

Apple raised prices across its Mac, iPad, and HomePod lineups on Wednesday, citing a global memory shortage caused by surging AI datacenter demand. The increases range from $30 on the HomePod Mini to $500 on the Mac Studio. iPhones escape unscathed for now, but Tim Cook has warned that could change.

The new MacBook Neo, Apple's budget laptop announced earlier this year, jumps from $599 to $699. The MacBook Air climbs $200 to $1,299, while the MacBook Pro goes from $1,699 to $1,999. The Mac Studio takes the biggest hit: it now costs $2,499, up from $1,999.

How much are iPad prices going up?

Every iPad model gets more expensive. The iPad Air rises $150 to $749. The iPad Pro jumps $200 to $1,199. The entry-level iPad with the A16 chip increases from $349 to $449, a 29% hike on Apple's most affordable tablet. The iPad Mini moves from $499 to $599.

Apple's smart home devices also see increases. The standard HomePod goes from $299 to $349. Both the HomePod Mini and Apple TV rise from $99 to $129. Even the Vision Pro, already Apple's most expensive consumer product, climbs $200 to $3,699.

Why is Apple raising prices now?

Apple pointed directly at AI. "The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage," the company told CNBC. "We have never seen a component price increase this much, this quickly."

The numbers back this up. Counterpoint Research reports that smartphone DRAM prices jumped 50% quarter-over-quarter in Q1 2026, while NAND Flash storage prices surged over 90% in the same period. Since Q4 2025, memory prices have increased more than fourfold.

“We have reached a point where absorbing memory price hikes is impossible unless one wishes to run a business at a major loss. Memory prices have increased more than fourfold since Q4 2025, and this single component has eroded the profit margins of most consumer electronics players.”

— Tarun Pathak, Research Director at Counterpoint

Companies like Microsoft, Google, Meta, and OpenAI are building out massive AI training and inference infrastructure. That infrastructure runs on the same memory chips that go into laptops, tablets, and phones. Memory manufacturers can only produce so much, and AI companies are paying premium prices to secure supply.

Will iPhone prices increase too?

Not yet, but don't rule it out. Tim Cook told the Wall Street Journal last week that price hikes were "unavoidable" as component costs keep rising. During Apple's April earnings call, Cook noted that iPhones face constraints on processing chips rather than memory. That's a different bottleneck, but not necessarily a permanent shield against price increases.

Apple has already made quiet adjustments to its Mac lineup. In May, the company discontinued the $599 256GB Mac Mini, making the $799 512GB model the new entry point. The M4 Pro configuration rose from $1,399 to $1,599.

What about other PC and tablet makers?

Counterpoint's Pathak expects competitors to follow Apple's lead. "We expect other PC and tablet OEMs to follow Apple's example," he told TechCrunch. "They may raise prices on select products, cut discounts, or adjust their product lines to focus more on premium devices."

Apple held out longer than most. The company's scale and supplier relationships typically give it leverage to negotiate better component pricing. If Apple is raising prices, smaller manufacturers have likely already been squeezed harder.

Meanwhile, memory suppliers are thriving. Micron reported a 4x jump in year-over-year revenue in its most recent earnings. The AI boom has inverted the usual power dynamic between chipmakers and their customers.

When will prices stabilize?

Cook said it "may take several months to reach supply-demand balance" for the Mac Studio and Mac Mini alone. For the broader market, Pathak described higher costs as "a lasting challenge." Memory manufacturers are expanding capacity, but new fabs take years to come online. AI infrastructure demand shows no signs of slowing.

The implication: these prices aren't going back down anytime soon. Buyers who delayed upgrading may find the window has closed.

Frequently Asked Questions

How much did Apple raise MacBook prices?

MacBook Air increased $200 to $1,299. MacBook Pro increased $300 to $1,999. MacBook Neo increased $100 to $699.

Are iPhone prices going up in 2026?

Not yet. Apple has spared iPhone from the current round of increases, though Tim Cook called price hikes "unavoidable" and indicated changes could come later this year.

Why are Apple products getting more expensive?

A global memory shortage driven by AI datacenter buildout has caused DRAM and NAND Flash prices to spike. Memory costs have increased more than 4x since Q4 2025.

Will other laptop brands raise prices too?

Analysts expect other PC and tablet makers to follow Apple with price increases, reduced discounts, or shifts toward premium product lines.

How much does the base iPad cost now?

The entry-level iPad with A16 chip now costs $449, up from $349, a 29% increase.

Source: TechCrunch / Ivan Mehta