Apple raises the prices of Mac, iPad, HomePod and Vision Pro: MacBook Neo goes to $699 and the Mac Studio M3 Ultra to $5,299

Apple today raised the prices of a good part of its catalog of Macs, iPads and other home devices. The online store briefly went down—as usually happens before major changes—and when it returned it showed higher labels on models that had barely hit the market, such as the MacBook Neo ($599 to $699) or the MacBook Air ($1,099 to $1,299). In a statement cited by Reuters and Apple Insider, the company attributes the movement to an “unprecedented increase in components” caused by the expansion of artificial intelligence.

The news immediately spread on networks: Marques Brownlee (@MKBHD) summarized the increases in MacBook and iPad; Sawyer Merritt highlighted that the 16″ MacBook Pro now starts at $3,000; and accounts like @app_settings and Ben Geskin published comparative tables. What they confirm is what already appears on Apple's official website.

What Apple said

«The consumer electronics industry faces an unprecedented challenge. The rapid expansion of AI data centers has created extraordinary demand for memory and storage. We have never seen such a large and rapid component price increase. We have protected our customers so far, but we have reached the point where we must start raising prices on several products, including today's iPads and Macs.

It is the quote that Apple has provided to media such as The Times of India and Reuters. The company adds that it is working on solutions, but recognizes that "it is not welcome news."

Full table of increases in the US

These are the updated starting prices on apple.com following the June 25 review, as counted by Apple Insider and MacRumors:

The most hit Macs

• MacBook Neo (+100 $): the entry-level laptop that Apple introduced in March 2026 to compete with cheap Chromebooks and Windows. At $699 it is still affordable, but it loses part of its “less than $600” argument that we highlighted in our analysis of the Citrus model.
• MacBook Air (+$200): the 13″ goes from $1,099 to $1,299; the 15″, from $1,299 to $1,499. It coincides with what was published by MKBHD.
• MacBook Pro (+$300 on base M5): from $1,699 to $1,999. Sawyer Merritt points out that the 14″ now starts at $2,000 and the 16″ at $3,000 depending on configuration.
• Mac Studio M3 Ultra (+$1,300): The most brutal jump: from $3,999 to $5,299. Apple Insider links it to the 96 GB of unified RAM of that variant.
• Mac mini M4 Pro (+$200): from $1,399 to $1,599. The $799 base version had already effectively gone up in May by eliminating the $599 model.

iPad and home devices

Tablets are not spared: the 11″ iPad Air goes up $150 (599 → $749) and the 11″ iPad Pro goes up $200 (999 → $1,199). The basic iPad with A16 chip goes from $349 to $449. Even products with older chips like the HomePod mini (S5) go up $30, which in forums like Apple Insider generates debate about whether the memory cost justifies so much in devices without a screen.

Why now: the AI memory crisis

Tim Cook already announced this on June 17 in an interview with The Wall Street Journal: "Price increases are inevitable." The demand for DRAM and NAND by hyperscalers (Google, Microsoft, Meta, Amazon) and AI providers has made chips that previously followed Moore's law more expensive. TechInsights estimated that the memory and storage cost of the iPhone 18 Pro could quadruple compared to the 17 Pro—from about $50 to about $200 per unit—although the iPhone has not risen today.

Apple had absorbed some of the extra cost for months thanks to its scale and advance purchases. Today it transfers a fraction to the consumer on Mac and iPad. Investors reacted cautiously: Apple shares fell about 5% on the session, according to MacRumors forums.

What to do if you were going to buy

MacRumors and Apple Insider warn that Amazon and other resellers may still have stock at the old price for hours or days — useful ahead of Prime Day, which ends June 26. If you need a Mac or iPad, comparing prices on third parties before purchasing directly from Apple can save you hundreds of dollars until they update their listings.

And the iPhone?

None of the sources consulted report changes to the iPhone today. Cook already hinted that September's iPhone 18 Pro could be more expensive than the 17 Pro if the trend continues. At the moment, the blow is mainly on computers and tablets—just the week in which many students and professionals look at summer offers.

In summary

Apple officially confirms a wave of price increases on June 25, 2026 on Mac, iPad, HomePod, Apple TV and Vision Pro, with increases from $100 to $1,300 depending on the model. The MacBook Neo goes to $699, the MacBook Air to $1,299, the base MacBook Pro to $1,999 and the Mac Studio M3 Ultra to $5,299. The stated reason is AI-driven memory and storage shortages. The iPhone escapes for now, but Cook's signal suggests that the fall could bring more news—and not just in features.