Apple today dramatically increased device prices across multiple product lines.
After temporarily taking it down earlier today, Apple's online store is back up with a series of product price increases. The changes are as follows:
- HomePod mini: $129, up from $99
- HomePod: $349, up from $299
- Apple TV: $199, up from $129
- iPad Air: $749, up from $599
- iPad Pro: $1,199, up from $999
- MacBook Neo: $699, up from $599
- MacBook Air: $1,299, up from $1,099
- MacBook Pro: $1,999 up from $1,699
- iMac: $1,499, up from $1,299
- Mac Studio (M4 Max): $2,499, up from $1,999
- Mac Studio (M3 Ultra): $5,299, up from $3,999
- Vision Pro: $3,699 up from $3,499
The iPhone, AirPods, Studio Display, and accessories such as the Apple Pencil are seemingly the only unaffected product lines.
Last week, Apple announced that it was preparing to raise prices across its product lineup, with CEO Tim Cook confirming that that the move was inevitable. Cook made the announcement in an interview with The Wall Street Journal, citing the soaring cost of memory and storage chips. "Unfortunately, price increases are unavoidable," he said. "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 described the scale of the memory shortage as a "hundred-year flood," adding, "I've never seen anything like it in any area in over 40 years."
Apple has historically absorbed component cost swings rather than passing them on to customers, so this marks a notable shift in approach.
More to follow...