Apple has updated its online store with substantial price increases across most of its product lineup. After a temporary takedown to prepare the changes, the new prices are now live. The smallest hike affects the Vision Pro with an extra $200, while the Mac Studio with M3 Ultra records the largest jump of over $1,300. The iPhone, AirPods, Studio Display, and accessories like Apple Pencil remain unchanged.
HomePod mini rises from $99 to $129
The small smart speaker saw a 30% increase. The standard HomePod jumped from $299 to $349. The Apple TV line experienced a notable rise from $129 to $199. These hikes hit mid-range devices and mark a more aggressive pricing strategy from Cupertino.
iPad Air and iPad Pro go up by up to $200
The iPad Air now costs $749, up from $599, while the iPad Pro rises from $999 to $1,199. Apple's tablets follow the upward trend already seen for MacBooks. As reported in previous analyses, the shortage of memory and storage chips is the main driver behind these increases.
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MacBook Neo, Air, and Pro: $100–$200 increases
The entry-level MacBook Neo now costs $699 (was $599). The MacBook Air rose from $1,099 to $1,299. The flagship MacBook Pro jumped from $1,699 to $1,999. These hikes confirm analyst predictions, as covered in the article on expected MacBook price increases.
iMac, Mac Studio, and Vision Pro: steep rise for pro models
The iMac saw a $200 increase, from $1,299 to $1,499. The Mac Studio with M4 Max jumped from $1,999 to $2,499, while the M3 Ultra version surged from $3,999 to $5,299. The Vision Pro rounds out the list with a rise from $3,499 to $3,699. The only silver lining is that iPhones and AirPods were spared in this round of hikes.
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Tim Cook calls memory shortage a "hundred-year flood"
In an interview with the Wall Street Journal, CEO Tim Cook said price increases were unavoidable due to soaring costs of memory and storage chips. Cook explained that Apple tried to absorb the hikes to shield customers, but the situation became unsustainable, comparing it to a hundred-year flood unseen in over 40 years. This marks a notable shift for Apple, which historically absorbed component cost swings rather than passing them on to consumers. For more on memory chips, refer to the Wikipedia page on computer memory.
Source: https://www.macrumors.com/2026/06/25/apple-just-increased-prices
