GoKawiilApple on Thursday increased prices across a wide range of products including MacBooks, iPads, the Apple TV 4K and HomePods. The price bumps apparently exclude iPhones.
The news comes midway through a week of big retailer sales, including Amazon's summer Prime Day event, and just ahead of back-to-school shopping season. That could make life challenging for shoppers seeking deals on Apple devices.
The Wall Street Journal first reported on the price increases. On Thursday morning, Apple's online store was down briefly, and when it came back online, prices had jumped up. The Journal reported increases on the base models of the MacBook Air, MacBook Neo, MacBook Pro, iPad Air and iPad Pro. We're also seeing price increases on all HomePods and Apple TV (4K).
In a statement to CNET, Apple confirmed the higher prices, blaming a surge in demand for memory and storage, driven by the rapid expansion of AI data centers.
"We have never seen a component price increase this much, this quickly," Apple said in the statement. "We have now reached a point where we need to begin raising prices on a number of products, including today's increases for iPad and Mac."
Last week, Apple CEO Time Cook told the Wall Street Journal that the RAM shortage -- also known as RAMageddon -- would make price increases "unavoidable."
These Apple devices cost more now
A slew of Apple products now cost more than they did yesterday. Here's a breakdown of the price differences.
Price increases for Apple devices iMac $1,299 $1,499 MacBook Neo $599 $699 MacBook Air (13-inch) $1,099 $1,299 MacBook Air (15-inch) $1,299 $1,499 MacBook Pro (14-inch) $1,699 $1,999 MacBook Pro (16-inch) $2,699 $2,999 Mac Studio (M3) $3,999 $5,299 Mac Studio (M4) $1,999 $2,499 Vision Pro $3,499 $3,699 iPad Mini $499 $599 iPad Pro $999 $1,199 iPad Air $599 $749 iPad $349 $449 Apple TV $129 $199 HomePod $299 $349 HomePod Mini $99 $129
Scott Stein, CNET editor at large, was stunned by the sweeping price increases for so many products all at once.
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