Yesterday was a bad day for anyone looking to buy a new Apple product. Following a cryptic announcement from outgoing CEO Tim Cook earlier this month, Apple officially raised its prices on a number of devices. These weren't small increases, either: Most Macs jumped by $200 to $500 overnight, while many iPads saw $100 to $200 increases. Even Apple's "budget" laptop, the MacBook Neo, shot up nearly 17% to $699. This computer launched at $599 just three months ago, and even allowed anyone to take off an additional $100 off under its lax education discount. Now, it's on par with some used MacBook Airs.
While Apple is obviously concerned with protecting its profits, the company didn't simply decide it wanted more money. The rationale behind these increases is the same as every other company that raised its prices in recent months: The global memory shortage is making all computer components more expensive, to the point where companies feel they cannot continue operating without sharply inflating MSRPs. Sony raised prices on the PS5, as did Nintendo with the Switch 2. Acer, Dell, and Microsoft all increased the costs of certain computers and laptops. If it runs on a chip, it likely costs more now than it did last year, or it will soon.
Which Apple products did not get a price hike?
iPhone 17
iPhone 17 Pro
iPhone 17e
iPhone 16 Plus
Apple Watch SE 3
AirPods Max 2
AirPods 4
AirTag
Apple iPhone 17 Pro Max, US Version, 256GB, eSIM, Cosmic Orange- Unlocked (Renewed Premium) $1,294.75 at Amazon Shop Now Shop Now $1,294.75 at AmazonWhy did Apple keep these products at the same price?
The short answer? We don't know. Apple's limited comments on these price hikes specifically mention the iPad and Mac, not the iPhone or its other products. After all, iPhones and Apple Watches still rely on components, including RAM, just like Macs and iPads—and yet, they get to keep their price tags. Still, we can make inferences to guess at the company's logic here.
Will those increases also extend to the Apple Watch Series 12? Possibly. Apple may follow the same playbook for the next series of Apple Watches as it likely will with the iPhone, but we can't know for sure. The only thing we do know is that if you see a good deal on an Apple device you want to buy, it might be best to jump on it sooner rather than later.
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