technology
Apple Raises Starting Prices on MacBooks, iPads and Other Devices
Apple increased base prices across its Mac, iPad, and accessory lines by $50 to $1,300. The changes follow sustained rises in memory and storage costs. CEO Tim Cook said shielding customers from increases had become unsustainable.
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Apple raised the starting price of the MacBook Neo to $699 from $599 and the M3 Ultra Mac Studio to $5,299 from $3,999. The 14-inch MacBook Pro now begins at $1,999 instead of $1,699, and the 16-inch model starts at $2,999 rather than $2,499. The MacBook Air base price moved to $1,299 from $1,099.
IPad models also carry higher entry prices. The standard iPad starts at $449 instead of $349, the iPad Air at $749 from $599, and the iPad Mini at $599 from $499.
Additional increases affect the iMac, now $1,499 from $1,299; the M4 Max Mac Studio, now $2,499 from $1,999; the HomePod at $349 from $299; the HomePod Mini at $129 from $99; the Apple TV at $199 from $129; and the Vision Pro at $3,699 from $3,499. Apple CEO Tim Cook stated in a June 17, 2026 Wall Street Journal interview that Apple has tried to shield customers from price increases but the situation has become unsustainable.
The price of memory and storage has surged over the past several months due to AI companies purchasing RAM and SSDs.
Memory suppliers Samsung, SK Hynix, and Micron are struggling to meet demand for DRAM and SSD components. Similar price increases have already occurred on Microsoft Surface devices, Xbox S/X consoles, Nintendo Switch, PlayStation 5, Framework modular PCs, Meta Quest 3, and Raspberry Pi 5.
Apple stopped selling the Mac Studio with 512GB of RAM in March and dropped the $599 Mac Mini option, so the device now starts at $799 with 512GB of RAM.
Memory suppliers are attempting to increase DRAM production, though the shortage is expected to continue for years.
