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the price hikes
Apple has raised prices across its Mac, iPad, and other product lines today, citing “unsustainable” increases in component costs—particularly for memory and high-bandwidth memory driven by AI server demand—as confirmed by CEO Tim Cook in a recent interview and reiterated in an official statement to Reuters. The price hikes, which Cook described as “unavoidable,” affect the base models of MacBook Neo (now $699, up from $599), 13-inch MacBook Air ($1,299, up from $1,099), 15-inch MacBook Air ($1,499, up from $1,299), M5 MacBook Pro ($1,999, up from $1,699), and numerous other Macs. iPads also see increases, including iPad ($449, up from $349), 11-inch iPad Air ($749, up from $599), and iPad Pro models. Additional products like Apple TV 4K ($199), HomePod ($349), HomePod mini ($129), and Vision Pro ($3,699) have also risen. iPhone, Apple Watch, and AirPods pricing remains unchanged. Tim Cook explained that Apple had tried to shield customers but “the situation has become unsustainable,” noting that memory suppliers are “passing along huge price increases” as more high-bandwidth memory is allocated to AI servers. Apple’s statement to Reuters called it an unprecedented component price surge. For shoppers, many Apple products on Amazon remain at prior discounts during Prime Day, including the M5 MacBook Air 13-inch from $949 and M5 Pro MacBook Pro from $2,034.