Apple increases prices – here’s how much extra you’ll need to pay for new Macs, iPads and more

As Tim Cook warned recently, Apple has hiked prices in the wake of increased memory costs during 2026 – mostly as a result of increased demand from AI applications that have made memory prices skyrocket. The headline act among the rises is that the MacBook Neo‘s accessible $599/£599 price point has sadly had another $100/£100 added to it.

The largest percentage increases are for devices you might not expect, with an over 50% rise for the Apple TV and 30% riuse for the HomePod mini. The iPad Air is up 25%. Some Macs have been hard hit with the MacStudio up 25-30 percent because of its high memory count.

There are several Apple products that appear to have whethered the storm so far. Chief among these is the iPhone – but don’t bet against prices rising when we get new iPhone models in September and next Spring. AirPods, too, appear to be unaffected – possibly because that is such a competive market and because increased costs wouldn’t have been felt there in the same way.

Speaking to the Wall Street Journal last week, Apple CEO Tim Cook called the increases “unavoidable”, citing the industry-wide pressures that have seen significant price hikes over the last twelve months.

“Unfortunately, price increases are unavoidable,” he said. “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.”

How Apple prices have risen