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Apple on Thursday increased prices across a wide range of products including MacBooks, iPads, the Apple TV 4K and HomePods. The price bumps apparently exclude iPhones.
The news comes midway through a week of big retailer sales, including Amazon's summer Prime Day event, and just ahead of back-to-school shopping season. That could make life challenging for shoppers seeking deals on Apple devices.
The Wall Street Journal first reported on the price increases. On Thursday morning, Apple's online store was down briefly, and when it came back online, prices had jumped up. The Journal reported increases on the base models of the MacBook Air, MacBook Neo, MacBook Pro, iPad Air and iPad Pro. We're also seeing price increases on all HomePods and Apple TV (4K).
In a statement to CNET, Apple confirmed the higher prices, blaming a surge in demand for memory and storage, driven by the rapid expansion of AI data centers.
"We have never seen a component price increase this much, this quickly," Apple said in the statement. "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."
Last week, Apple CEO Time Cook told the Wall Street Journal that the RAM shortage -- also known as RAMageddon -- would make price increases "unavoidable."
These Apple devices cost more now
A slew of Apple products now cost more than they did yesterday. Here's a breakdown of the price differences.
Price increases for Apple devices
| $1,299 | $1,499 |
| $599 | $699 |
| $1,099 | $1,299 |
| $1,299 | $1,499 |
| $1,699 | $1,999 |
| $2,699 | $2,999 |
| $3,999 | $5,299 |
| $1,999 | $2,499 |
| $3,499 | $3,699 |
| $499 | $599 |
| $999 | $1,199 |
| $599 | $749 |
| $349 | $449 |
| $129 | $199 |
| $299 | $349 |
| $99 | $129 |
Scott Stein, CNET editor at large, was stunned by the sweeping price increases for so many products all at once.
"It looks like most things have gone up, even though that's not the case," Stein said. But the notion that Apple has a budget-friendly laptop, the MacBook Neo, has taken a blow. Originally priced at $599, it's now $100 more, a 17% increase," Stein said.
"The big question for consumers is whether to buy the Apple device they've been eyeing now, or wait.
"Wait. Or get only what you need. Or shop to see if other retailers might still list other prices."
We're still seeing some original prices and deals on select Apple products during Amazon's Prime Day sale. For example, the iPad Mini is $499 on Amazon, but the original price shows $599 -- Apple's new listed price. And you can get the MacBook Neo for less than the old original price. It's $589 on Amazon, and was $599 before Apple raised its price to $699.
The RAMageddon factor
Apple isn't the only big-name tech company increasing prices on its products. Samsung, Microsoft and Meta have pushed prices higher for VR headsets, gaming consoles and laptops due to the RAMageddon chip shortage.
Prices for DRAM, a key computer memory component, increased by 80% to 90% within the first six weeks of this year, according to Counterpoint Research. CNET Senior Editor Matt Elliott noted at that time that consumers shouldn't expect relief this year or next year from those costs rippling through to products on their shopping lists like smartphones and laptops.
