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It's finally here: Apple has implemented the announced price increases – across the entire product range. From MacBooks and iPads to Apple TV, HomePods, and Vision Pro, almost all of its hardware is now more expensive, with some models increasing by several hundred euros. Only the iPhone, Apple Watch, and AirPods remain unaffected for now.
Just over a week ago, Apple CEO Tim Cook announced the price increases, citing the massive rise in memory chip costs as the reason. That Apple would have to raise prices was therefore considered a foregone conclusion – the only question was which products would be affected and by how much. This question has now been answered: Apple is distributing the additional costs across its entire product range. The Mac and iPad lineups, Apple TV, both HomePod models, and the Vision Pro are affected. The online store was briefly unavailable this morning and subsequently came back online with the new prices.
Overview of the new prices
The most significant price increases in absolute terms are seen on the more expensive Macs: The 16-inch MacBook Pro has risen by €400, and the 14-inch model by €300. The starting price of the MacBook Neo, Apple's latest entry-level notebook, has climbed by €100 – an increase of around 15 percent. The jump is particularly steep in percentage terms for the Apple TV: The 128GB version has increased from €189 to €299. Both HomePod models, the iPad Pro, the iPad Air, and the Vision Pro have also seen substantial price hikes. The following overview shows the previous and new starting prices in the German Apple Store:
| Product | Until now | New |
|---|---|---|
| MacBook Neo (Basic) | 699 € | 799 € |
| MacBook Neo (512GB, Touch ID) | 799 € | 899 € |
| MacBook Air 13″ | 1.199 € | 1.399 € |
| MacBook Air 15″ | 1.499 € | 1.599 € |
| MacBook Pro 14″ | 1.899 € | 2.199 € |
| MacBook Pro 16″ | 2.999 € | 3.399 € |
| iPad Pro 11″ | 1.099 € | 1.299 € |
| iPad Pro 13″ | 1.449 € | 1.649 € |
| iPad Air 11″ | 649 € | 799 € |
| iPad Air 13″ | 849 € | 999 € |
| Apple TV 4K (Wi-Fi, 64 GB) | 169 € | 229 € |
| Apple TV 4K (Wi-Fi + Ethernet, 128GB) | 189 € | 299 € |
| HomePod (2nd Gen) | 349 € | 399 € |
| HomePod mini | 109 € | 139 € |
| Apple Vision Pro | 3.699 € | 3.999 € |
In the US, the Mac Studio is being hit particularly hard
The drastic nature of the price adjustment is illustrated by the US, where Apple has also raised the price of the Mac Studio. The model with the M4 Max now costs $2,499 instead of $1,999, while the variant with the M3 Ultra jumps from $3,999 to $5,299 – an increase of $1,300. No new prices for the Mac Studio have yet been announced for the German market.
iPhone, Apple Watch and AirPods remain unchanged
The iPhone, Apple Watch, and AirPods are not affected for now. The iPhone 17 will remain available at its current list price. Apple has not yet indicated whether this will remain the case until the next iPhone generation is unveiled in the fall.
The most interesting question is what the starting price of the iPhone 18 Pro will be. Analysts at Morgan Stanley recently predicted a premium of around $50 for the new Pro series – the higher storage costs could be partially offset by savings elsewhere, such as switching from Qualcomm modems to Apple's own wireless chip.
Why Apple is raising prices
Apple cites the rapidly rising costs of memory and storage chips as the reason for the price hikes. Tim Cook described the increases as unavoidable in an interview with the Wall Street Journal: The company had tried to shield customers from the additional costs, but the situation was no longer sustainable. Cook compared the shortage to a once-in-a-century flood and pointed out that a large portion of the memory is currently being used in so-called high-bandwidth memory for AI servers. While demand for devices is high, supply is insufficient, and memory manufacturers are passing on substantial price increases. In a statement to Reuters, Apple also explained that it had never experienced such a rapid and significant price increase for individual components; it had previously shielded customers but now felt compelled to follow suit with price hikes for a number of products. The ongoing shortage of memory chips had already led Apple to remove certain configurations from its product lineup.
A break with Apple's previous restraint
What's remarkable isn't so much the price increase itself, but rather the fact that Apple is openly passing it on to customers. In the past, the company has usually absorbed fluctuations in component costs itself to keep its prices stable. The fact that this buffer is no longer sufficient speaks volumes about the extent of the current memory crisis – and about how significantly the race for RAM for AI data centers is now impacting the consumer market. While Apple emphasizes that it is working intensively on solutions, what these will actually look like remains unclear.
Where the MacBook Neo is still available at the old price
Those considering purchasing a current model can still find remaining stock at some retailers at the previous prices. For example, the MacBook Neo is still listed on Amazon at prices below Apple's new list price – but it's unclear how long this will last. (Image: Shutterstock / JHVEPhoto)
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