Apple raised prices on several major product lines Thursday, including Mac desktops, MacBooks, iPads, and HomePod devices. The company spared its most profitable product, the iPhone, from any increase.
Prices on Mac computers rose 15% to 20%, while iPads jumped 15% to 25%, according to the Wall Street Journal. Apple’s online store briefly went down before returning with the updated pricing. The increases come as the company faces soaring AI-driven memory and storage costs.
Outgoing Apple CEO Tim Cook told the Wall Street Journal last week that planned price increases were “unavoidable,” adding that the company was trying to shield customers but “the situation has become unsustainable.” He described the cost pressures as a “hundred-year flood,” something he had never seen in over 40 years.
The move aligns with broader industry trends. Microsoft also raised prices on Surface laptops and announced a price increase Thursday. The decision to keep iPhone prices stable suggests Apple is absorbing some cost pressure on its flagship product to maintain market share.
Apple’s selective price hikes indicate the company is balancing profitability with competitive positioning, particularly as global memory markets tighten. The long-term impact on consumer demand and supply chain dynamics remains uncertain.