By John Moltz
June 26, 2026 2:00 PM PT
This Week in Apple: Why not make the whole product line Ultras?

Apple raises prices, the M6 chip lineup gets downsized, and here come the Ultras.
I never thought price increases would eat my face!
Our top story this week: AAAAAAAAAAAAGGGGHHHHHH!
“Apple Just Increased Prices on MacBooks, iPads, and More”
But… I buy MacBooks and iPads!
Yes, after months of laughing at PC makers and customers, the joke is finally on us: Apple has raised prices in response to increasing RAM and SSD costs. After years of talking about Apple’s amazing price to performance ratio, things have finally come back to Earth a bit. Even the MacBook Neo, born so delightfully affordable, saw its price increased by $100. Sadly, this means it is no longer the cheapest laptop ever, as the March MacBook Neo was cheaper.
Tucked into the list is the most ridiculous cut of all, albeit not the cruelest:
Apple TV: $199, up from $129 (+70)
If you’re one of the six freaky little Apple Arcade super fans and desperately need the model with extra storage, it’ll now set you back $249.…