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The Almighty Buck Apple Hardware Technology

Apple Raises Prices On Macs, iPads, and More By Hundreds of Dollars (theverge.com) 125

Apple has sharply raised prices across its Mac, iPad, HomePod, and Apple TV lineups as surging AI-driven demand creates a global memory and storage shortage. Increases range from $30 for the HomePod mini to $1,300 for the M3 Ultra Mac Studio, with Apple CEO Tim Cook saying efforts to shield customers from higher costs had become "unsustainable." The Verge reports: On Thursday, the company adjusted the price of its new MacBook Neo, which will now start at $699 instead of $599, while the base MacBook Air will jump to $1,299 from $1,099, as reported earlier by Bloomberg. The 14-inch MacBook Pro is getting an increase as well, going from $1,699 to $1,999. Meanwhile, the iPad Air will now start at $749 instead of $599, while the iPad Pro is increasing to $1,199 from $999.

As spotted by MacRumors, the M4 Max Mac Studio will now cost $2,499, a big jump from $1,999. The M3 Ultra Mac Studio is now priced at $5,299, up from $3,999. Apple is even raising the prices of its HomePod, which now costs $349 instead of $299, as well as bumping the price of the HomePod mini to $129 instead of $99. The Apple TV also now costs $199 instead of $129.

Apple Raises Prices On Macs, iPads, and More By Hundreds of Dollars

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  • Because they can. (Score:2, Insightful)

    by dgatwood ( 11270 )

    They raised prices because they can. The shortage gave them cover.

    If Chinese manufacturers can sell an iPad-size Android device with more RAM than an iPad for just $160 retail, this is not about the cost of RAM. Subtract Amazon's 35%, and the total cost of a machine with 40 GB of RAM is no more than $104, and RAM is maybe 5 to 10 percent of that cost, so the wholesale cost of 32 GB of RAM for an iPad is probably no more than $10. And they're cranking up the price by $150. RAM prices did not go up by 15

    • I agree and probably 90% of the price increase is greed. Apple not being able to bully the memory suppliers probably had them showing toothy grins at the negotiation table. What do you predict RAM pricing was prior to this RAM scarcity?

    • Re:Because they can. (Score:5, Interesting)

      by Mousit ( 646085 ) on Thursday June 25, 2026 @07:19PM (#66211100)

      They raised prices because they can. The shortage gave them cover.

      What really made it blatant was that they also raised prices in their Certified Refurbished store [macrumors.com]. You know, the store for shit which RAM costs were already long-ago paid.

      • The price of the iMac in 1999 adjusting for inflation is $2447. In 2023 it is $1299. Even with price increases we are well below classical Apple prices. reference [reddit.com]
      • I'm seeing memory prices having increased between $150USD to $500USD.reference [tomshardware.com]
      • The steam decks have gone up between $200 to $300. reference [theverge.com]
      • Microsoft said “console storage and memory prices have increased by more than 2.5x and we expect another doubling by the fall of 2027.”reference [cnbc.com]

      I think the reality is y'all have an addiction to ChatGPT. And because you are paying for that subscription homelessness, we all have to pay. Paying money to the homeless just creates more homlessness a

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      • by Reeses ( 5069 )

        According to CamelCamelCamel, that 32GB RAM kit was $87 all the way up until December 2025, when it immediately started rising in price.

        So, anyone installing that has to eat that price somewhere.

      • by AmiMoJo ( 196126 )

        Gouging, but also Chinese tablet manufacturers can use Chinese made RAM. It's a bit lower performance than the latest DDR5 stuff, but it's fine for tablets and quantity is more important than speed here.

        Have a look at the price of AM4 Ryzen CPUs now, even used. They have shot up because DDR4 RAM is cheap.

  • by 93 Escort Wagon ( 326346 ) on Friday June 26, 2026 @03:45AM (#66211470)

    Man, I hope the price increase doesn't kill the product's sales momentum!

  • I'm sure generative AI will be right on it, optimizing every last byte of RAM and storage.

  • with Apple CEO Tim Cook saying efforts to shield customers from higher costs had become "unsustainable."

    How many cash dollars, and I do mean actual cash, does Apple keep in the bank? Hint, it's literally a historically unprecedented hoard no matter how you do the calculations.

  • Neo was released 107 days ago, so the annualized inflation rate (linear) of a price increase from $599 to $699 in 107 days is about 56%.

    • Talk about a perfect case of misapplied mathematics. It's just nonsense. It's like extrapolating your car's fuel economy from the first 100 meters of driving. Briefly mathematically correct but completely wrong in all real ways.

      • by theodp ( 442580 )

        OK perhaps a bit sensationalistic, but not that much worse than all the current Startup Math [paulgraham.com] and AI Math [techcrunch.com] you see these days.

        Still, Apple issuing a 16%+ price increase about 100 days after launch does have a bad smell to it. It also highlights the scarcity problems that AI is introducing for memory, GPUs, computers, electricity, water, land, and even funding, as well as raises questions about whether AI capitalism is better serving the desires of profit-seeking tech giants rather than meeting the nee

        • My guess would be that Apple waited to raise the price in order to not sabotage their launch hype. Reasonable investment.

  • Apple CEO Tim Cook saying efforts to shield customers from higher costs had become "unsustainable."

    Translation for non-CEOs: it's unsustainable to keep our prices the same and maintain our high profit margin, and we are choosing to pass the cost on to buyers rather than accept any shrink of our profit margin.

    • Welcome to capitalism.

      • by flippy ( 62353 )

        Welcome to capitalism.

        I'd say "welcome to late-stage capitalism." The original (think: Adam Smith) theory of capitalism was that profits that the business owner made would be put back into the business, allowing for production improvement either in quantity or quality or both, leading to economies of scale, and in the long run, lower prices for buyers. That's no longer the case.

        I don't see any stories ever about manufacturers tackling demand exceeding supply by increasing supply. What I see exclusively is "demand is higher than

  • I mostly use my 13 y/o freebsd box. It feels freer. I don't have some corporation spying on me, and telling me what to buy and when. It does what I need it to do.
    I respect that other people have different needs, and values.

  • Our Neo wasn't the one. But we have it a shot.

  • what do you expect when the costs to manufacture their products rises and they have such small profit margins?

A physicist is an atom's way of knowing about atoms. -- George Wald

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