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RAM crisis bites Apple as unprecedented Mac and iPad price rises arrive — cheapest MacBook Pro price hiked by $400 to $1,999
Apple has made the unprecedented decision to hike the prices of all its current computers and tablets. iPhone prices remain as they were, for now. Bloomberg indicates that the rather steep price rises have been precipitated by increased costs of memory and storage. One of the most impactful hikes we see is the entry-level MacBook Pro going from $1,699 to $1,999. However, even the recently released but resource-starved MacBook Neo has had another $100 piled onto its price, so now it starts at $699 before tax.
Price Increases: MacBook Neo to $699 from $599; MacBook Air to $1,299 from $1,099; MacBook Pro to $1,999 from $1,699; iPad Pro to $1,199 from $999; iPad Air to $749 from $599. https://t.co/JSlxZ1zbdWJune 25, 2026
In addition to Gurman’s highlighted price increases, we spotted that the cheapest Mac Studio M4 Max (mini PC desktop) has had its price increased to $2,499 from $1,999. There’s a lot to take in, so check out our at-a-glance before and after table for quick reference.
Swipe to scroll horizontally
Apple device price increases June 25, 2026
Device
Old price
New price
MacBook Neo
$599
$699
MacBook Air
$1,099
$1,299
MacBook Pro
$1,699
$1,999
Mac Studio M4 Max
$1,999
$2,499
iPad Pro
$999
$1,199
iPad Air
$599
$749
Bloomberg’s resident Apple expert, Mark Gurman, quoted an apologetic company rep. “We know this is not welcome news, and we are working tirelessly to find solutions,” a spokesperson from Apple told the reporter. Other interesting assertions from that conversation were that Apple had never seen component prices rise so high, so quickly. Moreover, its representative claimed that the firm did all it could to shield customers from any knock-on device price rises, stating the company had "shielded our customers from these increases so far, but 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."
While newsrooms might be agog at these price rises being implemented today, the writing has been on the wall of the RAMpocalypse for several months. Back in April, Tim Cook publicly forecast that the component shortages and price rises didn’t appear to be going anywhere soon. That statement came in the wake of the withdrawal of the entry-level $599 configuration of the Mac Mini, and Apple softening the blow of higher prices of its latest MacBook Air and MacBook Pro models by upgrading memory and other tech specs.
Until now, it seemed like Apple’s massive buying power and vertical integration had managed to help it hold off computer and tablet price increases. Today, the brakes came off, pretty dramatically.
Mark Tyson is a news editor at Tom's Hardware. He enjoys covering the full breadth of PC tech; from business and semiconductor design to products approaching the edge of reason.
