Apple has started raising prices for a broad set of products after weeks of signaling that higher component costs were becoming too difficult to absorb. The change took effect on Thursday, June 25, 2026, in the United States and affects several major product lines, including iPad, MacBook, Apple TV, and Vision Pro.
The company said the sharp rise in component prices has created pressure it can no longer fully offset. In a statement quoted by KompasTekno from Reuters, Apple said, “We have never seen component price increases like this, this fast.”
Apple also said it had protected customers from these increases for as long as possible. “We have protected customers from these price increases as much as possible. However, we have now reached the point where we must begin raising prices for some products, including iPad and Mac,” the company added.
Tim Cook had already warned a week earlier that a price increase was unavoidable. He said the jump in memory and storage costs meant Apple could no longer absorb all production cost increases on its own. In an interview with The Wall Street Journal, Cook said the situation was no longer sustainable.
Which products are affected
The price adjustments vary widely, from an increase of $30 to as much as $1,300. The largest increase reported is for the Mac Studio M3 Ultra, while the smallest applies to the HomePod mini.
| Product | Old Price | New Price |
|---|---|---|
| MacBook Neo | $599 | $699 |
| MacBook Air 13-inch | $1,099 | $1,299 |
| MacBook Air 15-inch | $1,299 | $1,499 |
| MacBook Pro M5 | $1,699 | $1,999 |
| MacBook Pro M5 Pro | $2,199 | $2,499 |
| MacBook Pro M5 Max | $3,599 | $4,099 |
| iMac | $1,299 | $1,499 |
| Mac Studio M4 Max | $1,999 | $2,499 |
| Mac Studio M3 Ultra | $3,999 | $5,299 |
| Mac mini M4 Pro | $1,399 | $1,599 |
| iPad | $349 | $449 |
| iPad Air 11-inch | $599 | $749 |
| iPad Air 13-inch | $749 | $949 |
| iPad Pro 11-inch | $999 | $1,199 |
| iPad Pro 13-inch | $1,299 | $1,499 |
| iPad mini | $499 | $599 |
| Apple TV 4K | $129 | $199 |
| HomePod | $299 | $349 |
| HomePod mini | $99 | $129 |
| Vision Pro | $3,499 | $3,699 |
Apple said the changes do not affect every device in its lineup. iPhone, Apple Watch, and AirPods prices remain unchanged for now, even as analysts expect the iPhone to face higher prices in the coming months.
Nabila Popal, senior research director at IDC, said the iPhone would not be spared. “iPhone will not escape; its price will rise in the future,” she said.
KompasTekno also reported that some Apple products sold through an official distributor in Indonesia were already priced higher on Friday, June 26, 2026. The iPad 11 (2025) WiFi-only model rose to Rp 7.2 million from its launch price of Rp 6 million, while the WiFi + cellular version climbed from Rp 9.5 million to Rp 10.2 million.
The distributor listing showed no change for MacBook Neo at that time, although it was not yet clear whether that reflected the latest adjustment or an earlier correction. Apple is not the only technology company under pressure, as Samsung, Microsoft, Sony, Dell, HP, Nintendo, and Valve have also acknowledged the impact of higher memory and storage chip costs.