Apple Raises Prices on Most Products by 15–25 Percent, but Not iPhones, Watches, or AirPods

Rolfe Winkler, reporting for The Wall Street Journal (gift link):

The company briefly took down its Apple Online Store early this morning as it typically does when announcing new products. When it came back online, the price tags for Mac computers rose roughly 15% to 20% and iPad prices rose 15% to 25%.

Among the price increases, the base MacBook Air rose $200 to $1,299; the base MacBook Pro increased $300 to $1,999; the entry-level MacBook Neo increased $100 to $699. The iPad Air increased $150 to $749 and the iPad Pro increased $200 to $1,199.

iPhone prices were unchanged, though the company hinted at more increases in a statement.

“We have now reached a point where we need to begin raising prices,” it said in the statement. “We have never seen a component price increase this much, this quickly.”

MacRumors has a list of before/after prices. Christ, they even raised the price of the poor Vision Pro by 6 percent, from $3,500 to $3,700.

Anyone who purchased a MacBook Neo for $600 (or $500 with education discount) between March and this morning purchased the lowest-price MacBook Apple has ever sold — and perhaps the lowest-price MacBook they ever will sell.

★ Thursday, 25 June 2026