According to 9to5Mac, Apple has raised prices across MacBooks and iPads, with the MacBook Neo starting at $699 (up $100 from $599), the 13-inch MacBook Air at $1,299 (up $100), the 15-inch MacBook Air at $1,499 (up $200), and the M5 14-inch MacBook Pro at $1,999 (up $300). iPhone, Apple Watch, and AirPods pricing remains unchanged. CEO Tim Cook described the situation as “unsustainable,” citing unprecedented component cost spikes driven by AI-server demand for high-bandwidth memory.
In a statement to Reuters, Apple said it had “never seen a component price increase this much, this quickly” and that while it had shielded customers from increases earlier, it had reached a point where price adjustments became necessary. Cook noted that memory manufacturers are shifting supply toward AI server applications while consumer-device demand remains strong, creating a severe imbalance that passed massive cost increases to Apple.