The Apple community was shaken this week by an unprecedented wave of price increases. The company raised costs across a broad range of products, with increases of 10 to 20 percent for most devices and some, such as the Vision Pro and Mac Pro, surging by over 50 percent. The decision, called unavoidable by Tim Cook, drove many enthusiasts to flock to Amazon and other retailers to make purchases before higher prices extend to third-party channels.
Apple stated it has never seen such a rapid and sharp increase in component costs, especially for memory and storage. Despite holding off as long as possible, the situation became unsustainable. Memory suppliers forecast shortages and high prices lasting well into 2027, while Apple says it is working tirelessly to find alternative solutions.
Up to 50 Percent Hikes Hit MacBooks, iPads, HomePods and Vision Pro
The price increases affected the entire Mac lineup, including MacBook Air and Pro, iMac, Mac mini, and Mac Pro. iPads — both base models and Pro — also saw significant rises. The HomePod, HomePod mini, Apple TV and the expensive Vision Pro were not spared. For instance, the MacBook Pro price rose by around $300, while the Vision Pro exceeded $4,500. Italian consumers are scrambling to take advantage of remaining discounts on some online stores, but stock is vanishing quickly.
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This context of rising prices fits into a broader picture of geopolitical tensions around chip production. Apple recently asked the US government for permission to buy chips from Chinese CXMT, a company on the Pentagon's blacklist: a move highlighting the company's supply chain difficulties. Details of this request are available in our article Apple asks US government for permission to buy chips from Chinese CXMT.
Bloomberg Reveals 20 Apple Products Coming by 2027, Including a Foldable iPhone
Despite the price hikes, Apple is not slowing product launches. According to Bloomberg, Mark Gurman listed about 20 devices expected between the second half of 2026 and 2027. Highlights include a foldable iPhone with a 7.8-inch screen, a high-end touchscreen MacBook, AirPods with an integrated camera, a smart home hub, and smart glasses. Updates to MacBook Pro, iMac, iPad Pro, Apple Watch, and others are also expected.
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iOS 27 Beta 2 Introduces Write with Siri Button and Improves RCS
In parallel, Apple released the second developer beta of iOS 27. This version introduces a new Write with Siri button in several first-party apps, making it easier to access assisted writing tools. There are also improvements to RCS messaging, tweaks to Camera and Wallet apps, and the ability to update Apple TV from the Home app on iPhone. The public release is expected in September 2026.
2027 Macs to Get AI-Focused M7 Chips as Apple Skips High-End M6
A major shift in Apple's chip roadmap is underway. According to Bloomberg, Apple axed high-end M6 chips to focus resources on the AI-optimized M7 processor. The base M6 chip will arrive by late 2026 on some lower-end Macs, while the M7 will debut in the first half of 2027. The long-awaited MacBook Ultra with OLED touchscreen will instead use current M5 Pro and M5 chips, despite its launch expected for late 2026 or early 2027.
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watchOS 27 Drops Support for Apple Watch Series 6, 7, 8, SE 2 and Original Ultra
Finally, Apple explained why watchOS 27 will not support five Apple Watch models: Series 6, 7, 8, SE 2 and the first Ultra. In an interview with TechRadar, Apple executives said they want to make the Apple Watch a true co-partner to Apple Intelligence, requiring more processing power. Only the latest generations can run the new Siri AI features, both standalone and in conjunction with the iPhone. This is the largest support cut ever in a single software update for this product line.
For more insights on OpenAI's API restrictions in Europe, which could affect the Apple ecosystem, read our article OpenAI Tightens the Screws on Europe. For an authoritative external overview, see the Wikipedia page on Apple.
Source: https://www.macrumors.com/2026/06/27/top-stories-massive-apple-price-increases
