That new Mac or iPad is gonna cost you even more now

Say this about Tim Cook: he always follows through. After telling the Wall Street Journal last week that Apple would have to raise prices thanks to the ravages of the memory market, the company today did just that. The Verge, among others, have the full breakdown.

What’s interesting is the manner in which they did so. Today’s prices apply across several product lines, most prominently the Mac and iPad, but also the Apple TV and HomePod. The increases vary, but they affect both low-end devices—the MacBook Neo, whose starting price jumps $100 to $6991—and the high-end—the Vision Pro which, yes, it seems, can get more expensive, now starting at $3699.

If there’s a winner here, it’s probably the full-size HomePod, which rose just $50–back to the same price it was when Apple released the first-generation of the product eight years ago. Losers include the highest-end Macs, with maxed-out MacBook Pros jumping $1800 and a top-of-the-line Mac Studio increasing by a whopping $4200. But that’s not shocking, as those are all fully loaded with RAM and storage.

I also have to wonder if they purposefully did this price increase during Amazon’s Prime Day sales, knowing that would at least give customers a chance to snag devices at discounts before these changes ripple all the way down the supply chain.

Not every product line was hit today, though: unchanged for the moment are the prices for Apple’s most prominent device, the iPhone, as well as the Apple Watch. Those are due for a refresh in September—it seems likely at higher prices or, as Jason speculated last week, dropping the low-end configurations, but at this point, who knows? We’ll find out in just a few months, when the most expensive iPhone ever arrives, and is probably even pricier than we’re thinking now.

For a brief, shining moment, it seemed like the company might some day get to a $499 version, but alas. ↩