Overview
- Apple updated list prices on its online store Thursday, June 25, raising many Mac and iPad starting prices while also increasing costs for Vision Pro, HomePod and Apple TV.
- Examples of the new U.S. prices include the MacBook Neo from $599 to $699, 13‑inch MacBook Air from $1,099 to $1,299, 11‑inch iPad Pro from $999 to $1,199, and Vision Pro from $3,499 to $3,699.
- Apple said it had absorbed rising memory and storage costs until now but called the current spike 'unprecedented' and warned more product price moves could follow if component costs stay elevated.
- Memory makers have prioritized large, long‑term AI server contracts — for example deals disclosed by Micron — which cut consumer‑grade supply, pushed DRAM and NAND prices sharply higher, and helped memory suppliers post big revenue gains.
- Analysts and markets expect persistent tightness and more pricing pressure later this year, which could raise average selling prices industry‑wide and increase costs for consumers who now face higher starting prices on many Apple devices.