Tim Cook warned that Apple price rises were coming. Now we know just how much more expensive it is to buy a MacBook or iPad.
Apple on Thursday increased prices for Mac computers by as much as 20%, while iPads are now up to to 25% more expensive, according to the company's updated online store.
The cost of its iPhones remained unchanged.
Apple's stock dipped around 5% following the news.
The price jumps mean the entry-level MacBook Neo now costs $699, up from $599. A beefier 14-inch MacBook Pro now starts at $1,999 — a $300 increase over its previous $1,699 price tag. The iPad Pro went up by $200 to $1,199.
| Product | New Price |
| MacBook Neo | $699, up from $599 |
| MacBook Pro (14-inch) | $1,999, up from $1,699 |
| MacBook Air (13-inch) | $1,299, up from $1,099 |
| iPad Air (11-inch) | $749, up from $599 |
| iPad Pro (11-inch) | $1,199, up from $999 |
| HomePod | $349, up from $299 |
| HomePod mini | $129, up from $99 |
| The Apple TV set-top 4k | $199, up from $129 |
| iMac | $1,499, up from $1,299 |
| Mac Studio (M4 Max) | $2,499, up from $1,999 |
| Mac Studio (M3 Ultra) | $5,299, up from $3,999 |
| Vision Pro | $3,699 up from $3,499 |
Earlier this month, Cook warned that price rises were coming due to a shortage of memory chips, calling the price fluctuation in memory "a hundred-year flood," and saying "price increases are unavoidable."
"We're doing our best to mitigate the huge increases that are being passed to us, and we've been trying to shield our customers from the increases, but the situation has become unsustainable," the Apple CEO told The Wall Street Journal in a statement at the time.
Tech companies have been ramping up purchases of the components for their AI buildouts, which has, in turn, driven up prices for the chips used in many consumer electronics.
That's led to broad price increases for laptops, desktop PCs, smartphones, and gaming consoles like the PS5, Xbox, and Nintendo Switch 2.
Apple held out on price hikes longer than some of its rival PC makers. Dell increased prices for its commercial products in December due to the memory chip shortage. Companies like Lenovo, Microsoft, and Samsung followed suit in the months that followed.
