• Apple has announced price hikes will be coming to its products
• These increases could be ‘fairly imminent,’ according to one reporter
• The price changes are due to ongoing component shortages

A few days ago, Apple CEO Tim Cook announced the disappointing news that “unfortunately, price increases are inevitable” for his company’s products, all thanks to the ongoing computing component crisis. And if you were hoping that you could weather the storm a little longer, we’ve got some bad news: Apple device costs could be going up sooner rather than later.

That’s the expectation of Bloomberg journalist Mark Gurman, at least, who posted on X to say that he saw the price hikes as being “fairly imminent.” Indeed, rather than waiting until later in the year, Gurman argued that the changes were “happening soon,” before adding that they were “not a fall thing.”

Gurman also noted that Apple’s back to school sale — which usually occurs over the summer — is also “imminent,” and that Apple might have announced the price rises now so that it can soften the blow with a summer sale, with costs ticking upwards once it is over.

That means that events like Amazon Prime Day or Apple’s back to school sale could be your last chance for some time to grab one of the best iPhones, Macs and iPads for a decent price. Because with parts like memory and storage still being sold at inflated levels, it doesn’t look like there’s much relief on the way.

Even more premium

Apple has created a reputation for itself as a premium brand with devices that tend to be on the more expensive side of things. But even if you’re used to that positioning, price rises can hurt.

And as Apple pundit John Gruber has pointed out, “For Apple, prices are part of a product’s brand, so they don’t fluctuate with component costs.” That means that once the higher costs come into play, we should “expect those prices to stick,” Gruber believes.

We’ve seen this in the past: the “trash can” Mac Pro’s price remained at $3,000 even when its specs were well out of date. Similarly, Apple adjusted UK prices to be more in line with those in the US after the 2016 Brexit vote and hasn’t reversed course a decade later.

Gruber also points out that if Apple thinks that component prices will continue to rise throughout 2027, it will simply implement one large price hike now rather than put them up again later on. So, that means we could see a single $200 / £200 / AU$400 jump rather than two separate $100 / £100 / AU$200 increases, for example.

If you’re considering picking up some new Apple tech, this all means it might be wise to act sooner rather than later. But it’s worth noting that there might be a slight difference between Gurman and Gruber when it comes to timing.

While Gurman says the changes are “imminent” and will happen before the fall, Gruber feels that Apple could wait until the new iPhone 18 Pro launches in September.

Still, whatever date Apple picks to implement its price adjustments, you don’t want to wait if you’ve got your eye on some shiny new Apple kit. Before too long, we could see Apple become even more premium than it already is.

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Alex Blake has been fooling around with computers since the early 1990s, and since that time he's learned a thing or two about tech. No more than two things, though. That's all his brain can hold. As well as TechRadar, Alex writes for iMore, Digital Trends and Creative Bloq, among others. He was previously commissioning editor at MacFormat magazine. That means he mostly covers the world of Apple and its latest products, but also Windows, computer peripherals, mobile apps, and much more beyond. When not writing, you can find him hiking the English countryside and gaming on his PC.