Jeff Carlson, CNet:

Apple’s Certified Refurbished store has been a sanctuary for people who balk at the prices of new Apple products, but it provided little shelter from today’s increases across many of its lines. Reconditioned items are also more expensive.

These increases seem to be driven less by the current refurbished lineup and more by what happens when Apple adds inventory from its newly-pricier products — which sucks. Even explaining it to myself feels dishonest.

Rukhsar Ali and Anis Heydari, CBC News:

“The consumer electronics industry is facing an unprecedented challenge,” Apple said in a statement to CBC News. “We have never seen a ​component price increase this much, this quickly.”

The company has shielded customers from increases thus far, it said. “But we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for ​iPad and Mac.”

I do not think you need me to emphasize the qualifier words in that final sentence to understand what Apple is telegraphing. Bummer I did not buy a new Mac yesterday when I could not afford to, so now I can not afford to but even more.

⌥ Permalink

Here is a little marketing pop quiz for you: the company you work for wants to increase the prices of its products across the board urgently — and by a significant amount — because key components are suddenly more expensive. Which strategy do you choose?

1. Wait until there is a good time, like the next product launch cycle, and swallow an unpredictable cost increase until then.

2. Rip the bandage off immediately, knowing this will cause alarming headlines and a corresponding drop in sales that could be expected by making anything more expensive.

3. Pre-announce it with a small delay, thus giving you a temporary sales boost as people scramble to get their orders in at current prices, and to soften the blow when the increases hit.

The first two options have clear problems. The third has effectively no down-side, given the circumstances, and clearly telegraphs the unusual nature of the increase, which is why it is what Apple went with.

Hartley Charlton, of MacRumors, has the full list of changes in U.S. dollars, to which Apple anchors its worldwide prices:

The average price increase is $269.23. The iPhone, AirPods, Studio Display, and accessories such as the Apple Pencil are seemingly the only unaffected product lines.

In pure numbers, the biggest increase is by $1,300 to the high-end Mac Studio. In relative terms, the Apple TV carries a 50% premium compared to yesterday. In reputation, however, the loser has to be the MacBook Neo, which was launched less than four months ago with its $600 base price a marketing factor as loud as its lime green finish. I do not think it is a worse product at $700, but I think the price bump so close to its introduction indicates the wild world of component costs. Notable, too, that the iPhone lineup remains unchanged — for now.

Canadian pricing is now eye-watering. A few examples:

• MacBook Neo: $949, from $799

• MacBook Air: $1,799, from $1,499

• MacBook Pro: $2,799, from $2,399 (with the M5 Pro, $3,499 compared to $2,999; and with the M5 Max, $5,799 compared to $4,999)

• Mac Mini: $1,099, from $799

• Mac Studio: $3,499, from $2,699 (with the M3 Ultra, $7,499, from $5,499)

When choosing the URL slug for this post, I first assumed apple-price-increases-2026 would be enough; on second thought, I figured I would add june, just to be safe.

⌥ Permalink

Rolfe Winkler, Wall Street Journal:

Apple plans to raise prices on its products to offset the surging costs of memory and storage chips, Chief Executive Tim Cook said in an exclusive interview with The Wall Street Journal.

“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.”

During its holiday quarter, Apple’s profit margin on hardware was 40.7%; in its most recent quarter, that dropped to 38.7% — a remarkable figure for physical products. It is these high margins that led to analysts like Ming-Chi Kuo to claim Apple would keep prices more-or-less stable and offset the additional costs through its even higher-margin — 76.7% — services business. The launch of the MacBook Neo and iPhone 17E a few months ago convinced some that Apple would hold steady.

That Cook is pre-announcing these increases suggests to me this will not be a modest bump coming with the release of new products later this year. It indicates the current lineup will cost more, and products launching later could cost a lot more — partly because well-funded A.I. companies are pre-purchasing production capacity, and partly because Apple Intelligence features have a new RAM floor. All I know is this — plus the gangbuster sales of Mac desktop models — really throws a wrench in my personal purchasing plans.

⌥ Permalink