Apple Hikes Mac and iPad Prices Up to 25% Citing Unprecedented Component Cost Surge

Apple raised prices across its Mac and iPad lines on June 25, 2026, with increases ranging from 15% to 25% on most models. The company cited an unprecedented surge in component costs, particularly memory and storage, driven by the rapid expansion of AI data centers. The MacBook Neo now starts at $699, up from $599, while the 13-inch MacBook Air rose to $1,299 from $1,099.

The Wall Street Journal reported that Mac prices increased by 15% to 20% and iPad prices by 15% to 25%. Apple said in a statement that it has “never seen a component price increase this much, this quickly.” The company had previously absorbed rising costs but said the situation had become “unsustainable,” according to CEO Tim Cook.

Component costs driven by AI demand

Apple specifically pointed to high-bandwidth memory used in AI servers as a key factor. “There’s less supply at a time when consumers want devices and the memory guys are passing along huge price increases,” Cook said in an interview last week. The price hikes affect a wide range of products:

• MacBook Neo: $699 (was $599)
• 13-inch MacBook Air: $1,299 (was $1,099)
• 15-inch MacBook Air: $1,499 (was $1,299)
• M5 MacBook Pro: $1,999 (was $1,699)
• M3 Ultra Mac Studio: $5,299 (was $3,999, a $1,300 increase)
• 11-inch iPad: $449 (was $349)
• 11-inch iPad Air: $749 (was $599)
• 11-inch iPad Pro: $1,199 (was $999)
• iPad mini: $599 (was $499)
• Apple TV 4K: $199 (was $129)
• HomePod: $349 (was $299)
• Vision Pro: $3,699 (was $3,499)

iPhone, Apple Watch, and AirPods pricing remained unchanged. Apple did not provide a timeline for when the new prices would take effect globally, but the increases were applied immediately in the U.S. online store.

Consumer impact and market reaction

The price increases come at a time when inflation and component shortages have already squeezed consumer electronics. Apple’s move is the most aggressive among major PC makers, many of which have raised prices more modestly. Amazon, however, still listed older prices on some models during its Prime Day event, offering discounts that undercut Apple’s new MSRPs. For example, the 13-inch MacBook Air was available for $949 on Amazon, $350 below Apple’s new price.

Analysts expect the increases to pressure Apple’s unit sales in the short term, though the company’s loyal customer base may absorb the higher costs. Apple said it is “working tirelessly to find solutions” to bring costs down, but did not specify any timeline. The company’s next earnings call, expected in late July, will likely provide more detail on how the price hikes affect revenue and margins.