Apple has raised prices across its product lineup—including Macs and iPads—by hundreds of dollars, blaming soaring memory costs driven by AI investments that have shifted chipmaker focus to more profitable data center memory.
<p>Apple bumped its prices across much of its product lineup today, in some cases adding hundreds of dollars to the cost of a new Macintosh. An entry-level MacBook Neo that cost $599 is now $699. The formerly $1,299 iMac will now be a $1,499 iMac. An M5 MacBook Pro that was $1,699 is now $1,999. And at the very high end, an M3 Ultra Mac Studio—which features 96GB of memory—sees a $1,300 price increase to $5,299.</p>
<p>The iPad line is also getting more expensive, between $100 and $200, depending on the model. Smaller price increases have been applied to products like the Apple TV and HomePod. The price of iPhones remains unchanged, at least for now.</p>
<p>The culprit? The soaring price of memory, according to <a href="https://www.wsj.com/tech/apple-price-increases-memory-supply-199845b1">an interview</a> that Apple CEO Tim Cook gave to The Wall Street Journal earlier this month. “Unfortunately, price increases are unavoidable,” Cook told the paper. “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.”</p><p><a href="https://arstechnica.com/apple/2026/06/apple-ratchets-up-prices-blames-the-cost-of-memory/">Read full article</a></p>
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# Apple ratchets up prices, blames the cost of memory
Source: [https://arstechnica.com/apple/2026/06/apple-ratchets-up-prices-blames-the-cost-of-memory/](https://arstechnica.com/apple/2026/06/apple-ratchets-up-prices-blames-the-cost-of-memory/)
Apple bumped its prices across much of its product lineup today, in some cases adding hundreds of dollars to the cost of a new Macintosh\. An entry\-level MacBook Neo that cost $599 is now $699\. The formerly $1,299 iMac will now be a $1,499 iMac\. An M5 MacBook Pro that was $1,699 is now $1,999\. And at the very high end, an M3 Ultra Mac Studio—which features 96GB of memory—sees a $1,300 price increase to $5,299\.
The iPad line is also getting more expensive, between $100 and $200, depending on the model\. Smaller price increases have been applied to products like the Apple TV and HomePod\. The price of iPhones remains unchanged, at least for now\.
The culprit? The soaring price of memory, according to[an interview](https://www.wsj.com/tech/apple-price-increases-memory-supply-199845b1)that Apple CEO Tim Cook gave to The Wall Street Journal earlier this month\. “Unfortunately, price increases are unavoidable,” Cook told the paper\. “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\.”
As AI investments rocketed, chipmakers increasingly focused on the more profitable memory used in data centers rather than the memory intended for consumer products\.
Consequently, supply shortages and high memory prices[have been affecting](https://arstechnica.com/gadgets/2026/01/high-ram-prices-mean-record-setting-profits-for-samsung-and-other-memory-makers/)the tech industry for months now, driving up the prices of many consumer electronics and causing others to disappear from sale\. For example, in March, Apple[quietly removed](https://arstechnica.com/gadgets/2026/03/apples-512gb-mac-studio-vanishes-a-quiet-acknowledgement-of-the-ram-shortage/)a memory\-heavy configuration of the M3 Ultra Mac \(which featured 512GB of memory\) from its store\.
For long\-time Apple customers who remember how much Apple used to charge for RAM during the[PowerPC days,](https://archive.arstechnica.com/reviews/004/m-G5/G5-9.html)these price rises might induce a little déjà vu\.
Apple has raised prices across its product lineup by hundreds of dollars due to ongoing memory and storage shortages, driven by AI companies' demand for RAM and SSDs.
Apple has raised prices across its Mac and iPad lineup due to rising component costs, with increases ranging from $100 to over $1,000 on certain models, citing unsustainable memory and storage price hikes driven by AI server demand.
Apple has raised prices across its product lines (Macs, iPads, HomePods, Vision Pro) due to the ongoing memory crisis, signaling the severity of the RAM shortage affecting the entire consumer tech industry.
Apple has raised prices on iPads, Macs, HomePods, Apple TV, and Vision Pro due to the ongoing RAM crisis, with increases ranging from $30 to $2,800 depending on the product and configuration.
Apple has warned of imminent device price increases due to steep rises in RAM and SSD prices, with speculation about whether changes will come mid-cycle or with new hardware in the fall.