Apple announced today a broad price increase for many of its flagship products, with hikes hitting the MacBook line and iPad tablets in particular. The decision, communicated on Thursday, was driven by the ongoing global memory chip shortage, which has forced the company to revise its pricing upward. The new MacBook Neo now starts at $699, up $100 from the previous $599, while the base MacBook Air jumps to $1,299, a $200 increase from $1,099. The 14-inch MacBook Pro also saw an adjustment, though the exact amount was not specified. Other affected products include the iPad and iPad Air, with varying increases. iPhone, Apple Watch, and AirPods remain unchanged, offering some relief to consumers.
The MacBook Neo and MacBook Air see the largest price hikes
The MacBook Neo, introduced last year as a budget-friendly option, now starts at $699, narrowing the gap with the MacBook Air. The latter, at $1,299, moves further away from the entry-level segment. According to Bloomberg, the increases are directly linked to rising costs of DRAM and NAND memory chips, which have faced supply tightness due to production issues at major Asian fabs. Apple, which traditionally absorbs some cost increases to keep prices competitive, has chosen this time to pass them on to customers. Analysts note that this move could dampen demand at a time when the PC market is already showing signs of slowdown. However, brand loyalty and the integrated ecosystem may limit the impact on sales.
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Memory shortage also hits iPad and iPad Air pricing
Besides MacBooks, Apple raised prices on the iPad and iPad Air. The base iPad now starts at $449, up $50 from $399, while the iPad Air climbs to $699, a $50 increase. The iPad Pro line was left untouched, likely to avoid alienating premium buyers. The decision comes amid a global tablet demand slump, with many competitors offering discounts. Apple, instead, goes the opposite route, betting on brand strength. The price hikes may push some users toward the second-hand market or Android alternatives, but ecosystem lock-in remains a strong factor. For those in the market for a new MacBook, the timing may not be ideal, but build quality and long-term software support still stand out.
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For related context, check our article on Apple taking the online store down for Back to School 2026 preparation, signaling upcoming offers. Apple Takes Online Store Down for Back to School 2026. Additionally, external sources like Bloomberg provide deeper analysis: Read the full report on Bloomberg.
Source: https://www.theverge.com/tech/952162/apple-price-increase-ram-shortage
