The memory crisis finally caught up with Apple. The company officially raised prices across Macs, iPads, Apple TV, HomePod, and Vision Pro citing a sharp increase in DRAM and NAND flash memory costs driven by AI infrastructure demand. Apple says it had been absorbing these rising costs internally for months but reached the point where it could no longer continue doing so quietly.
The increases are significant and vary widely by product. The budget-friendly MacBook Neo climbs from $599 to $699 a 16.7% jump that erases much of what made it Apple’s affordable laptop pitch. The MacBook Air sees both 13-inch and 15-inch configurations rise $200, while the 14-inch MacBook Pro at 1TB jumps $300, from $1,699 to $1,999.
Desktop Macs took some of the steepest hits. The iMac rises $200 to a new $1,499 starting price. The Mac Studio saw the largest increases in Apple’s entire lineup; the M4 Max configuration jumps from $1,999 to $2,499, while the M3 Ultra leaps from $3,999 to a staggering $5,299.
iPads weren’t spared either. The iPad Air 11-inch (128GB) rises $150 to $749, and the iPad Pro 11-inch (256GB Wi-Fi) climbs $200 to $1,199 among the biggest percentage jumps across the entire lineup. Apple TV, HomePod, HomePod mini, and Vision Pro all received increases too, though exact amounts vary by region.
India experienced the harshest impact, with reports of price increases ranging from 14% all the way up to 70% on certain models depending on local taxes and configuration.
The one piece of genuinely good news: iPhone, Apple Watch, and AirPods have not increased in price at least for now. Analysts caution this protection may not last if memory costs stay elevated heading into future iPhone generations, particularly with the iPhone 18’s rumored 2nm chip adding its own cost pressures.
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