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Apple raised Mac, iPad, Vision Pro, and home device prices worldwide on June 25, 2026, citing AI-driven memory shortages. iPhone unchanged. Compare new prices in the US, UK, EU, India, China, and Australia.
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On June 25, 2026, Apple pushed through one of the broadest hardware price increases in its history — and it happened overnight, globally, across its online stores. MacBooks, iPads, Vision Pro, HomePods, and Apple TV boxes all got more expensive. iPhones did not.
The trigger is not a secret: AI data centers are buying up memory and storage faster than fabs can expand, and consumer electronics manufacturers are finally passing those costs to buyers. Apple held the line longer than most — then Tim Cook said the situation had become "unsustainable."
This post explains what changed, why it matters beyond Apple, and lets you compare starting prices in six major markets with the interactive tool below.
| Topic | Detail |
|---|---|
| When | June 25, 2026 — live in Apple online stores worldwide |
| What went up | Mac (Neo, Air, Pro, Studio), iPad (all tiers), Vision Pro, HomePod, Apple TV |
| What stayed flat | iPhone, Apple Watch, AirPods (for now) |
| US headline | MacBook Air $1,099 → $1,299; iPad Air $599 → $749 |
| Why | AI-driven DRAM/NAND shortage; component costs up 4×+ since late 2025 |
| Stock reaction | Apple shares fell ~6% on the news (NBC/CBS reporting) |
| What's next | Analysts expect iPhone hikes later in 2026; Microsoft raised Xbox prices same day |
According to Bloomberg, Reuters, and TechCrunch, Apple updated starting prices across most of its compute and tablet lineup — not a single hero SKU, but a catalog-wide adjustment.
Apple's statement to CNBC, quoted by TechCrunch:
"The consumer electronics industry is facing an unprecedented challenge. The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. We have never seen a component price increase this much, this quickly."
The company added it had shielded customers until it couldn't anymore — language mirrored in CBS News and BBC coverage.
| Product | Was | Now | Increase |
|---|---|---|---|
| MacBook Neo | $599 | $699 | +$100 (~17%) |
| MacBook Air 13" (512 GB) | $1,099 | $1,299 | +$200 (~18%) |
| MacBook Pro 14" (1 TB M5) | $1,699 | $1,999 | +$300 (~18%) |
| iPad (A16) | $349 | $449 | +$100 (~29%) |
| iPad Air 11" | $599 | $749 | +$150 (~25%) |
| iPad Pro 11" | $999 | $1,199 | +$200 (~20%) |
| Vision Pro | $3,499 | $3,699 | +$200 (~6%) |
| HomePod | $299 | $349 | +$50 |
| Apple TV 4K (64 GB) | $129 | $199 | +$70 |
At the high end, Macworld and Engadget documented even steeper jumps — Mac Studio M3 Ultra +$1,300 to $5,299, and Apple TV 4K +$70 (54% on that SKU alone).
iPhone, Apple Watch, AirPods: no change on June 25.
Select a market below to see starting prices before and after the June 25 hike for the core Mac and iPad models we track. Figures are sourced from Apple Store listings and regional reporting (Economic Times, Macwelt, Information Age AU, 大河财立方 / Apple China).
June 25, 2026 · live store prices
Starting prices for Mac & iPad models that went up. iPhone unchanged.
Products listed
9
Avg. increase
+22.6%
Store
apple.com (US)
| Product | Was | Now | Change |
|---|---|---|---|
MacBook Neo 256 GB base | $599 | $699 | +$100 (16.7%) |
MacBook Air 13" · 512 GB base | $1,099 | $1,299 | +$200 (18.2%) |
MacBook Pro 14" · M5 · 1 TB base | $1,699 | $1,999 | +$300 (17.7%) |
iPad A16 · 128 GB | $349 | $449 | +$100 (28.7%) |
iPad Air 11" · 128 GB | $599 | $749 | +$150 (25%) |
iPad Pro 11" · base | $999 | $1,199 | +$200 (20%) |
Apple Vision Pro 256 GB | $3,499 | $3,699 | +$200 (5.7%) |
HomePod 2nd gen | $299 | $349 | +$50 (16.7%) |
Apple TV 4K 64 GB Wi‑Fi | $129 | $199 | +$70 (54.3%) |
Unchanged: iPhone, Apple Watch, AirPods
Open Apple Store →This is not an Apple-specific story — it is a supply-chain story that AI infrastructure pulled forward.
Three forces collided in H1 2026:
Tim Cook previewed the move in a Wall Street Journal interview on June 17: price increases were "unavoidable" because absorbing memory costs was no longer viable. On Apple's April earnings call, Cook noted iPhone constraints were more about logic chips than memory — which helps explain why phones were spared this round.
Counterpoint's Tarun Pathak told TechCrunch memory prices have risen more than fourfold since Q4 2025 and that other OEMs will follow Apple's lead — through list-price hikes, fewer promotions, or shifting mix toward premium SKUs.
Apple described the hikes as global; local starting prices differ because of taxes, duties, and which configuration counts as "base."
| Market | MacBook Air (approx.) | MacBook Pro entry | Notable local context |
|---|---|---|---|
| US | $1,099 → $1,299 | $1,699 → $1,999 | Neo lost its sub-$700 entry; now $699 |
| UK | £1,099 → £1,299 | £1,699 → £1,999 | BBC: up to ~20% on some SKUs |
| EU (DE) | €1,199 → €1,399 | €1,899 → €2,199 | MacGadget: iPad base +31% |
| India | ₹1,19,900 → ₹1,49,900 | ₹1,69,900 → ₹2,39,900 | Gadgets Now: up to ~40% on some models |
| China | ¥8,499 → ¥9,999 | ¥12,999 → ¥15,999 | ~20% across lineup per local reporting; iPhone untouched |
| Australia | A$1,799 → A$2,099 | A$2,699 → A$3,199 | ACS: Macs +17–23%, iPads +18–25% |
India and China already pay premiums over US list; the June 25 revision widens that gap further. In China, some third-party channels lagged Apple's official store by hours — 163.com reported e-commerce listings still at old prices briefly after the official hike.
Apple's June 25 changes targeted categories where memory and storage are a large share of BOM — Macs, iPads, Vision Pro, and living-room devices.
iPhone uses a different cost stack. Cook said on the April call that iPhone supply was constrained on application processors, not DRAM — giving Apple room to hold phone pricing while Mac and iPad took the first wave.
That does not mean iPhones are safe all year. IDC's Nabila Popal told CBS: "Apple hasn't announced what the iPhone price increases will be, but they are surely coming… iPhones are the biggest revenue driver for Apple, so they are saving that announcement for later."
AirPods and Apple Watch were also unchanged — accessories with smaller memory footprints and lower exposure to the NAND spike.
Budget buyers — MacBook Neo was Apple's answer to Chromebooks and sub-$700 Windows laptops. At $699, it still undercuts many rivals but lost the psychological $599 anchor TechCrunch noted versus Dell's $699 XPS 13.
Education and SMB fleets — schools and small businesses on MacBook Air refresh cycles face 15–25% higher per-seat costs without a product change. That matters alongside the parallel enterprise AI cost inflation story playing out in software.
International buyers — India and China see larger absolute and percentage jumps because of duties stacked on top of component inflation.
Power users eyeing Mac Studio — the M3 Ultra configuration's +$1,300 jump is the largest single-SKU increase in the lineup — painful for creative pros who need local RAM-heavy workflows.
For two years, AI discourse focused on API tokens and GPU rentals. June 25 made the shortage tangible in consumer hardware — the same DRAM/NAND squeeze powering frontier model export controls and hyperscaler capex now shows up on Apple's price tags.
Apple is unusually supply-chain powerful — long-term supplier contracts, massive prepayments, and SKU-level margin control. If Apple is raising prices 20–30% on iPads, smaller OEMs with weaker leverage are already worse off.
Micron, SK Hynix, and Samsung benefit on the supply side; buyers of anything with RAM lose.
| Topic | Link |
|---|---|
| GPT-5.6 release & pricing context | GPT-5.6 guide |
| GPT-5.6 government gating (same week) | Lutnick approval story |
| AI token cost control | Slash $80K Claude bill |
| Liquid edge models (alternative compute story) | LFM2.5-230M |
| Open-source models unaffected by Apple pricing | GLM 5.2 |
| Open science vs closed hardware economics | Vesuvius Challenge scroll read |
| SWE-bench reward hacking (same news day) | Cursor eval study |
On June 25, 2026, Apple raised Mac, iPad, Vision Pro, and home device prices worldwide — MacBook Air +$200 in the US, iPad Air +$150, Mac Studio up to +$1,300 at the top. iPhones were spared for now, but Tim Cook and analysts agree more hikes are likely.
The cause is structural: AI data centers consumed the memory supply chain, and consumer electronics can no longer hide the bill. Use the country selector above to see how the hike landed where you live — and plan accordingly before the next wave hits phones.
Last updated: June 26, 2026. Prices from Apple online stores and reporting by Bloomberg, Reuters, TechCrunch, CBS News, BBC, Economic Times, Macwelt, and Information Age (AU). Verify on your local Apple Store before purchasing.
