The Apple price increase is here, and it is a big one. Apple has raised prices on its Macs and iPads, blaming a shortage of memory and storage chips driven by the AI boom. The increases range from about $100 to $300, and some configurations are now up to 33 percent more expensive than before.
The company announced the changes on Thursday, June 25, 2026, and they took effect immediately. Outgoing CEO Tim Cook described the situation as a “hundred-year flood” for the industry.
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Apple price increase: the full list
Here are the new prices Apple confirmed, alongside what each model used to cost:
- MacBook Neo: $699, up from $599
- MacBook Air (512GB): $1,299, up from $1,099
- MacBook Pro (1TB): $1,999, up from $1,699
- iPad Air (128GB): $749, up from $599
- iPad Pro (256GB, Wi-Fi): $1,199, up from $999
- Cheapest iPad: $449, up from $349
- iPad Mini: up $100 to $599
Refurbished devices also saw higher prices, so the cheaper second hand route is not safe from the change either. If you still plan to buy, you can check the latest MacBook price on Amazon before the next increase hits.
Why is Apple raising prices
The Apple price increase comes down to memory and storage chips. The rapid expansion of AI data centers has created a huge surge in demand for these components, and that has pushed costs up fast.
“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,” Apple said in a written statement. The company added that it had shielded customers from these costs until now, but had reached a point where it needed to start raising prices.
Tim Cook calls it a hundred-year flood
Apple’s outgoing chief executive did not hold back when describing the pressure. “This is a hundred-year flood,” Cook said. “I’ve never seen anything like it in any area in over 40 years.” He had hinted earlier in the month that price hikes were becoming unavoidable.
Apple is not the only one
The squeeze is hitting the whole industry. Just hours after Apple’s announcement, Microsoft said it would raise the prices of its Xbox consoles starting August 1, pointing to the same rising cost of memory and storage chips.
What it means for buyers
If you were planning to upgrade, the Apple price increase changes the math. Prices may keep climbing while the chip shortage lasts, so it could be worth buying sooner rather than later, or holding your current device longer.
If the new Apple prices feel too steep, Android offers strong value right now. Take a look at the best Android phones under $200 for budget friendly picks, and if you want to stretch your current device further, here is how to save mobile data on Android.
For the official numbers, see AP News and Reuters, which broke down every model affected.
