Update — June 26, 2026: Apple raised U.S. list prices across a wide swath of its hardware lineup on June 25, 2026. The online store went briefly offline before the new prices went live — the same pattern Apple uses for major store updates. Starting prices on Macs, iPads, HomePod speakers, Apple TV, and Vision Pro all moved higher. iPhone, Apple Watch, AirPods, and Studio Display pricing was not changed.
CEO Tim Cook had telegraphed the move in interviews the prior week, calling higher component costs "unsustainable" for Apple to absorb alone. In a statement to Reuters, Apple said it had "never seen a component price increase this much, this quickly" and had been shielding customers until now.
Why Apple raised prices now
The driver is not tariffs or a product refresh — it is a global shortage of memory and storage chips. AI data centers are buying up DRAM and NAND capacity at a scale that is squeezing consumer electronics makers. Industry tracker TrendForce reported DRAM prices rose as much as 98% in Q1 2026 and were projected to jump another 58–63% in Q2.
Apple is not alone. Dell, Lenovo, HP, Acer, and ASUS raised PC prices earlier in 2025–2026 under the same pressure. Apple was among the last major vendors to pass costs through — partly because it buys components at enormous scale and had been eating the margin hit itself. That buffer ran out.
Cook specifically cited high-bandwidth memory diverted to AI servers: less supply for consumer devices, and memory suppliers passing along "huge price increases." Apple stock fell roughly 3–6% on the news, its worst single-day drop in over a year.
What did NOT go up
- iPhone — all models unchanged
- Apple Watch — all models unchanged
- AirPods — all models unchanged
- Studio Display — unchanged
Apple's biggest revenue lines were spared — for now. Analysts note that if memory costs stay elevated through the fall iPhone cycle, future phone pricing could be next.
Price hikes at a glance
Every affected product, ranked by percentage increase. Base U.S. list prices on Apple's online store before and after June 25, 2026.
| Product | Previous | New | Increase |
|---|---|---|---|
| Apple TV 4K (Wi-Fi) | $129 | $199 | +54.3% |
| HomePod mini | $99 | $129 | +30.3% |
| Base iPad | $349 | $449 | +28.7% |
| Mac Studio (M4 Max) | $1,999 | $2,499 | +25.0% |
| iPad Air (11") | $599 | $749 | +25.0% |
| iPad mini | $499 | $599 | +20.0% |
| iPad Pro (11") | $999 | $1,199 | +20.0% |
| MacBook Air (13") | $1,099 | $1,299 | +18.2% |
| MacBook Pro (14", base) | $1,699 | $1,999 | +17.7% |
| MacBook Neo | $599 | $699 | +16.7% |
| iMac | $1,299 | $1,499 | +15.4% |
| 13-inch iPad Pro | $1,299 | $1,499 | +15.4% |
Also affected but not shown above: HomePod ($299→$349), Apple TV Ethernet ($149→$249, +67%), Vision Pro ($3,499→$3,699), Mac Studio M3 Ultra ($3,999→$5,299), 15-inch MacBook Air, Mac mini, and higher-tier MacBook Pro configs. iPhone, Apple Watch, and AirPods unchanged.
Before and after: full price table
All figures are U.S. starting list prices from Apple's online store. Increases apply to base configurations; higher storage and RAM tiers also cost more in absolute dollars, though Apple did not change the available spec options themselves.
Macs
| Product | Before | After | Change |
|---|---|---|---|
| MacBook Neo (256GB) | $599 | $699 | +$100 (+17%) |
| MacBook Neo (512GB) | $699 | $799 | +$100 (+14%) |
| 13-inch MacBook Air | $1,099 | $1,299 | +$200 (+18%) |
| 15-inch MacBook Air | $1,299 | $1,499 | +$200 (+15%) |
| 14-inch M5 MacBook Pro | $1,699 | $1,999 | +$300 (+18%) |
| 14-inch M5 Pro MacBook Pro | $2,199 | $2,499 | +$300 (+14%) |
| 14-inch M5 Max MacBook Pro | $3,599 | $4,099 | +$500 (+14%) |
| 16-inch M5 Pro MacBook Pro | $2,699 | $2,999 | +$300 (+11%) |
| 16-inch M5 Max MacBook Pro | $3,899 | $4,399 | +$500 (+13%) |
| M4 Mac mini (256GB) | $599* | $799 | +$200 (+33%) |
| M4 Pro Mac mini | $1,399 | $1,599 | +$200 (+14%) |
| M4 iMac (2 Thunderbolt ports) | $1,299 | $1,499 | +$200 (+15%) |
| M4 iMac (4 Thunderbolt ports) | $1,499 | $1,699 | +$200 (+13%) |
| M4 Max Mac Studio | $1,999 | $2,499 | +$500 (+25%) |
| M3 Ultra Mac Studio | $3,999 | $5,299 | +$1,300 (+33%) |
*The $599 Mac mini (256GB) was removed from the lineup in May 2026; Apple reintroduced a 256GB configuration at $799 on June 25. The effective entry price for a new Mac mini from Apple is now $799 regardless of storage tier.
iPads
| Product | Before | After | Change |
|---|---|---|---|
| iPad (11-inch, A16) | $349 | $449 | +$100 (+29%) |
| iPad mini | $499 | $599 | +$100 (+20%) |
| 11-inch iPad Air (Wi-Fi, 128GB) | $599 | $749 | +$150 (+25%) |
| 13-inch iPad Air (Wi-Fi, 128GB) | $799 | $949 | +$150 (+19%) |
| 11-inch iPad Pro | $999 | $1,199 | +$200 (+20%) |
| 13-inch iPad Pro | $1,299 | $1,499 | +$200 (+15%) |
Home, TV, and Vision
| Product | Before | After | Change |
|---|---|---|---|
| HomePod mini | $99 | $129 | +$30 (+30%) |
| HomePod (full-size) | $299 | $349 | +$50 (+17%) |
| Apple TV 4K (64GB, Wi-Fi) | $129 | $199 | +$70 (+54%) |
| Apple TV 4K (128GB, Wi-Fi + Ethernet) | $149 | $249 | +$100 (+67%) |
| Vision Pro | $3,499 | $3,699 | +$200 (+6%) |
The numbers in context
Across all affected products, the average increase landed around $200–$250 per device at the base configuration level. Percentage-wise, the pain is uneven:
- Biggest dollar hit: M3 Ultra Mac Studio (+$1,300)
- Biggest percentage hit: Apple TV 4K Ethernet model (+67%) and standard iPad (+29%)
- Smallest increase: Vision Pro (+6%) — already Apple's most expensive product
- Most surprising: MacBook Neo, launched in March 2026 as Apple's affordable laptop play, went from $599 to $699 in three months
For a household buying a MacBook Air and an iPad for a student, the combined sticker shock is roughly $350 more than it would have been on June 24 — before a single spec upgrade.
What this means for buyers
If you were waiting for a Mac or iPad, yesterday was the last day at the old prices. Third-party retailers — Amazon, Best Buy, B&H — had not all updated to the new list prices immediately after the announcement, and Prime Day deals on several models were still live at pre-hike levels. Those windows close fast.
Apple has not said whether these are permanent list-price changes or temporary pass-throughs tied to the memory cycle. PC makers that raised prices earlier in the year have largely kept them elevated. If AI infrastructure demand stays hot, component costs may not normalize until 2027 or later.
Bottom line
Apple did not refresh a single product on June 25. Same MacBook Air, same iPad, same Apple TV with the same A15 chip it has had since 2022 — just more expensive. That makes this one of the clearest examples of cost-push inflation in consumer tech: the product did not change, the supply chain did, and the price tag followed.
iPhone buyers got a reprieve. Everyone shopping for a Mac, iPad, or living-room Apple device did not.
Sources: Apple online store pricing (June 25, 2026); 9to5Mac; The Globe and Mail / Reuters; Macworld; FlatpanelsHD (Apple TV); TrendForce DRAM pricing reports. Verify current prices at apple.com/shop before purchasing.
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