Between President Trump's tariffs, global instability, and historic demand for RAM, the past year has had an outsized influence on tech prices. It seems that just about every major company has announced price hikes recently, from laptop manufacturers like Acer and Dell to gaming companies like Sony and Nintendo. It's an odd turn of events: In the past, you only needed to wait for a new piece of tech to get cheaper. But now, if you didn't buy a Switch or PlayStation at launch, you'll pay more for one today.
Despite these increases, Apple has largely avoided passing higher costs on to consumers. It has some tricks up its sleeve, of course: The company eliminated some cheaper device tiers, so the cost of entry for products like the Mac mini and MacBook Air technically increased, but it did so without actually raising prices. Over the past year, not only have Apple device prices stayed the same, the company has also released new low-cost options like the MacBook Neo, which offers a full Mac experience for the cost of an iPhone 16. (Perhaps there are some perks to being a $4 trillion company.)
MacBook Neo $589.99 at Amazon Shop Now Shop Now $589.99 at AmazonCook went on to say that both RAM and storage chip shortages are driving factors in these issues: "There's less supply at a time when consumers want devices and the memory guys are passing along huge price increases." In a rather ominous aside, he added, "I've never seen anything like it in any area in over 40 years."
Should you buy Apple devices now to beat the price increase?
Choosing when to buy tech is a bit like judging the stock market. You can make your best guess and hope you're getting the lowest price, but tomorrow, a massive sale could make your deal look paltry by comparison. Or you could wait, and prices could creep higher. There are no guarantees anymore.
If you're set on buying a new Apple device as soon as it's announced, you'll need to anticipate paying more. But if your goal is to get a device at the best possible price, I'd recommend buying sooner rather than later. While it seems probable that Apple won't raise prices before the fall, it could also choose to implement hikes long before then. As such, I'd encourage you to choose the device you want rather than getting fixated on paying a certain price. Use price comparison tools to see what deals are out there. If it looks like a device is at a relatively low price, jump on it now. You can no longer trust that older devices will be cheaper once Apple releases its next crop of products; if the iPhone 18 costs $200 more than the iPhone 17, there won't be that usual market incentive to drop the price of the latter.
The timing here is actually good, at least: Next week is Amazon's Prime Day (which should be called Prime Week now), and there are already early Apple deals with considering. A great discount on AirPods Pro 3 came and went (at least at Amazon; you can still find them for $70 off at Best Buy), but you can still score solid deals on the AirPods 4, with and without active noise cancellation. It's worth keeping an eye out next week for any deals on Apple products, including Macs, iPads, and AirPods. Again, no guarantees on what will get discounted, but we know two things for sure: Amazon is having a sale, and Apple is planning on raising prices at some point. More so than usual, the timing of your purchase matters.
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