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Apple Raises MacBook and iMac MSRPs While Retailers Keep Many Models at Prior Prices
Apple increased base prices on multiple Mac models by $100 to $300, citing higher memory chip costs. Retailers continue to sell units at prior prices during the final hours of Amazon Prime Day.
Jun 26, 3:50 PM·1m read4 sources
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Apple raised starting prices on several MacBook and iMac models, attributing the increases to rising memory chip costs, The Verge reported. The changes took effect during Amazon Prime Day 2026. The 13-inch MacBook Air M5 base model moved from $1,099 to $1,299.
The MacBook Neo base price rose from $599 to $699. The M4 iMac starting price increased from $1,299 to $1,499. Higher-end MacBook Pro configurations saw increases of $400 to $500. Retailers have not uniformly adjusted listings.
Amazon, Best Buy, and Costco continue to offer the 13-inch MacBook Air M5 (16GB/512GB) at $949.99 at the same outlets. Costco member deals remain valid through June 26 or 27.
Best Buy and B&H Photo have updated prices to match Apple's new MSRPs. Amazon Prime Day ends at midnight on June 26. The MacBook Neo uses an A18 Pro chip with 8GB RAM, while the 2026 MacBook Air ships with an M5 chip and 512GB storage as standard.
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