Apple announces significant price increases for MacBooks, iPads, more

Apple has raised prices across the board for many of its products today. MacBook Neo now starts at $699 (up from $599), while MacBook Air now starts at $1299 (up from $1099). Other impacted products include MacBook Pro, iPad, iPad Air, and many more.

iPhone, Apple Watch, and AirPods pricing is unchanged.

Apple CEO Tim Cook confirmed the company would increase product prices in an interview last week. Cook explained that price increases had simply become “unavoidable” amid skyrocketing component costs affecting things like memory and storage. While Apple tried to weather the storm itself, the situation was ultimately “unsustainable.”

“We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable,” Cook said in the interview.

Cook specifically called out the increasing amount of memory going to high-bandwidth memory used for AI servers. “There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” he said.

In a statement to Reuters today, Apple said:

More to come …

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