Apple has raised prices on several Macs, iPads, and home devices as it tries to absorb higher costs from a shortage of memory chips and storage. The move is blunt, but not surprising: when supply gets tight enough, even Apple’s famous pricing discipline starts to wobble. The company updated its online store on Thursday, and the new tags hit some of its most visible products.
The most eye-catching increase is on the MacBook Neo, Apple’s latest laptop, which now starts at $699 instead of $599. The MacBook Air also climbs to $1,299 from $1,099. Apple did not offer a public explanation beyond the change itself, but the timing fits a broader pattern across consumer electronics, where memory constraints are forcing brands to choose between thinner margins and pricier shelves.
MacBook Neo and MacBook Air pricing
Apple’s laptop lineup is taking the first visible hit. The MacBook Neo’s jump is especially awkward for a model positioned as the company’s newest entry point, while the MacBook Air’s higher starting price pushes one of Apple’s most popular machines further out of impulse-buy territory. Competitors with less pricing power usually eat part of a component shock; Apple is clearly deciding it would rather pass the pain through.
- MacBook Neo: $699, up from $599
- MacBook Air: $1,299, up from $1,099
iPad Air and iPad Pro prices rise too
The price changes are not limited to Macs. Apple is also increasing the cost of the iPad Air and iPad Pro, plus some home devices, according to the store updates. That broadens the story beyond a single product refresh and suggests the company is treating the shortage as a systemwide cost problem rather than a temporary headache in one category.
If the shortage persists, the next test will be how long Apple can keep demand steady without offering meaningful promotional support. Premium brands can get away with price hikes for a while, but consumers tend to notice when the bill keeps rising faster than the spec sheet.