Apple raised prices on all Mac and iPad models, including $400–$500 hikes on entry-level units, citing unprecedented DRAM price surge and memory supply shortage.

Apple has made an unprecedented decision to raise prices across its entire computer and tablet lineup, while iPhone pricing remains unchanged for now. According to Bloomberg, the steep increases stem from rising memory and storage costs. The most dramatic hike affects the entry-level MacBook Pro, which jumped from $1,699 to $1,999. The recently released MacBook Neo also saw a $100 increase, now starting at $699. Additional price increases include the MacBook Air rising from $1,099 to $1,299, the Mac Studio M4 Max desktop from $1,999 to $2,499, the iPad Pro from $999 to $1,199, and the iPad Air from $599 to $749.

In comments to Bloomberg's Mark Gurman, an Apple spokesperson acknowledged the difficulty: "We know this is not welcome news, and we are working tirelessly to find solutions." The company emphasized that it has never experienced component price increases of this magnitude or speed. The representative explained that Apple had previously shielded customers from cost pressures but had now reached a breaking point: "We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products including today's increases for iPad and Mac."

The price crisis follows warnings issued by CEO Tim Cook in April, when he forecasted that component shortages and cost escalation would persist. That announcement coincided with Apple's withdrawal of the entry-level $599 Mac Mini configuration and its decision to offset higher component costs by upgrading memory and specifications on MacBook Air and MacBook Pro models. Until now, Apple's scale and vertical integration had enabled it to absorb cost pressures without passing them to consumers. Today, that buffer has been exhausted.