It was one of those moments when you look again for a moment because you want to be sure that you haven't read yourself out.
On June 25, 2026, Apple his Online Store He was taken off the net for about an hour, and when he came back, were the prizes, nunja … others. Onion leather purse after purchase is now announced! (When you look in, tears come)
Affected are, among others, the iPad Air, iPad Pro, MacBook Air, MacBook Neo, MacBook Pro, Mac Studio, Mac mini, iMac, HomePod, HomePod mini and Apple TV 4K. As of now: The iPhone and Apple Watch were initially left out. ‘First’ is the decisive word. More on that right away.
What has become more expensive:
The price increases are not a homogeneous house number, but vary considerably depending on the product, one could also say ‘painful’.
The MacBook Neo Each of its two configurations costs 100 euros more: The entry-level variant with 256 GB now costs 799 euros instead of 699 euros. The MacBook Air M5 has become more expensive by at least 200 euros, the entry-level configuration increased from 1,199 to 1,399 euros. The iMac It has risen to $1,799 since its inception. Presentation in November 2024 had cost 1,499 euros throughout.
Here's how to do it in Mac Studio: In the case of Mac Studio, the price increases are ‘juicy’, as the configuration with the M3 Ultra went from EUR 4,999 to EUR 6,999. That's a 40 percent price increase. On average, prices for Macs have increased by 12 to 16 percent, depending on the model and generation.
Also with the iPads It doesn't look better: At the iPad Air The entry prices have become more expensive by 150 francs/dollar/euro. This iPad Pro costs 200 francs/dollar/euro more throughout, the 2-TB models even 300 francs/dollar or 340 euros. The iPad Air M4 was introduced in March 2026.. So you literally buy the same device – only more expensive.
The Apple TV 4K is almost absurd. The 64GB Wi-Fi model rose from 149 to 199 Swiss francs, a price increase of one third.
The official reason: AI eats the memory
Apple explains that the company has raised prices due to the ongoing lack of memory chips. This bottleneck is due to the expansion of data centers with powerful AI servers, which has led to drastically rising prices for RAM and SSD memory chips.
The official statement states: “We have never seen component prices rise so sharply and so rapidly. So far, we have protected our customers from these price increases, but now we have reached a point where we need to raise prices for a number of products.”
The argument is not completely out of thin air. The fact that AI data centers are massively buying up storage capacity and thus shortening the market for everyone else is a real phenomenon. Nevertheless, you can read the statement with a bit of healthy skepticism. Apple isn't just any company that's short on cash. The margins are traditionally comfortable, so that an Apple TV 4K will be 33 percent more expensive because AI data centers buy RAM, raises questions.
However, Apple is not the first and only company to raise prices. Microsoft, Samsung, Lenovo, HP, Dell and other manufacturers have already increased or quickly followed suit. This is at least an indication that this is an industry-wide problem and not just an opportunity for Cupertino.
What's next
The wording “must start” in Apple’s statement suggests that further adjustments will follow at a later stage. It is quite possible that Apple will raise prices for these products in the autumn in parallel with the introduction of new iPhone and Apple Watch models.
For the iPhone 18 Pro, there are already initial assessments that at least do not paint the worst-case scenario. The upcoming price increase for iPhones is estimated to be in the range of twenty percent. Not nice, but not surprising given the current development.
What This Means for Buying Decisions
If you're thinking about buying a new Apple device, you won't have an easy decision to make. Buying in stock is rarely a good idea; The same is true here. If you really need a MacBook Air or iPad Air now, you should not hope for significantly cheaper prices in the near future. Apple's statement that it is "relentlessly working on solutions" suggests that prices may eventually fall again. Only if/when that would be, nobody knows at the moment.
On the other hand, if you're waiting for an iPhone 18 Pro or a new Apple Watch: Either quickly access the current price or accept that the autumn keynote this year brings not only new hardware, but also new price tags.
TL:DR
It's as it is. Apple has kept prices stable for a long time, which was quite remarkable in an environment of general inflation and supply chain problems. The fact that the bill is now coming does not really surprise anyone. Let's put it this way: Only the extent is "painful" in some places, as already mentioned at the beginning. Forty percent of Mac Studio is not a ‘price adjustment’, which is otherwise a different device.
It will be interesting in autumn. If the iPhone 18 actually comes with a premium of up to 20 percent, that will trigger a different discussion than a few more expensive HomePods. The iPhone is a mass-produced product for Apple. For many users, it's even the only Apple hardware they've ever touched. Let's see how the reaction to it turns out.