For months, the memory crisis was everyone else’s problem, but it didn’t affect Apple. While smartphone and laptop makers quickly gave in, raising prices across their entry-level and flagship products, Apple stood strong, absorbing costs through long-term supplier deals that gave it leverage most brands simply didn’t have.
The situation, I fear, has gotten worse. Earlier today, the Cupertino giant revised the prices for multiple products, including the MacBooks, iPads, and Mac Studio.
How much did Apple raise prices?
The two products that will sting the most immediately are the MacBook Air and the MacBook Neo.
The 13-inch M5 MacBook Air, which is the best-selling Mac and the default laptop recommendation for most people, jumps from $1,099 to $1,299. The MacBook Neo, Apple’s hot-selling entry-level laptop, the one that forced Windows makers to respond, climbs from $599 to $699 for the baseline model.
Apple’s iMac now starts at $1,499 (up from $1,299), while the Vision Pro starts from $3,699 (up from $3,499). The Mac Studio variants, both with the M3 Ultra and the M4 Max chips, have been hit the worst: the former starts from $2,499 (up from $1,999), while the latter costs $5,299 (up from $3,999).
Have a look at all the affected products and their revised price below.
| Product | Old Price | New Price | Price Increase |
| HomePod mini | $99 | $129 | + $30 |
| iPad Air | $599 | $749 | + $150 |
| iPad Pro | $999 | $1,199 | + $200 |
| MacBook Neo | $599 | $699 | + $100 |
| MacBook Air | $1,099 | $1,299 | + $200 |
| MacBook Pro | $1,699 | $1,999 | + $300 |
| iMac | $1,299 | $1,499 | + $200 |
| Mac Studio (M4 Max) | $1,999 | $2,499 | + $500 |
| Mac Studio (M3 Ultra) | $3,999 | $5,299 | + $1,300 |
| Vision Pro | $3,499 | $3,699 | + $200 |
What did Apple say about the hike?
In a statement to Reuters, Apple said it has never seen such a severe increase in component prices in such a short time. “We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products.”
The company also adds how it is working tirelessly to find solutions, but I’m afraid there might not be one, at least in the short term. Multiple researchers and company leaders have acknowledged the memory crunch, indicating that memory prices might not fall until 2027.
Of all the products, the only one that hasn’t undergone a price revision is the iPhone. However, reports have already suggested an impending price revision for the iPhone 18 Pro later this year. With the fall launch just months away, all eyes are on whether Apple can hold the starting prices for one of the most popular smartphone lineups of all time.