{"slug": "the-surprising-apple-product-that-was-spared-from-todays-price-hikes", "title": "The surprising Apple product that was spared from today’s price hikes", "summary": "Apple raised prices on Macs, iPads, and HomePods by 15-25% due to soaring AI-driven memory and storage costs, but spared the iPhone from increases. The move follows warnings from CEO Tim Cook about unsustainable cost pressures, with shares falling 5.2%.", "body_md": "Here’s some news you don’t see every day: On Thursday, [Apple](https://www.fastcompany.com/section/apple) raised the prices on several of its best-selling products, including Mac desktops, MacBooks, iPads, and HomePod devices. (See below for a listing of those products.)\n\nApple’s online store was down briefly Thursday morning, before coming back online with updated prices for Mac computers, up by 15% to 20%, and iPads, up 15% to 25%, per [the ](https://www.wsj.com/tech/apple-raises-prices-on-macs-ipads-by-200-or-more-on-some-models-a7463f99)* Wall Street Journal*.\n\nWhat’s clearly missing from the lineup of price hikes is the iPhone, Apple’s most successful and profitable product.\n\nWhy the price hike? The company is citing skyrocketing global [AI](https://www.fastcompany.com/section/artificial-intelligence)-driven [memory and storage costs](https://www.reuters.com/world/asia-pacific/apple-raises-prices-macbooks-ipads-memory-costs-skyrocket-2026-06-25/).\n\nThe move comes a week after outgoing Apple CEO Tim Cook [told](https://www.wsj.com/tech/apple-price-increases-memory-supply-199845b1) the *Wall Street Journal* that planned “price increases are unavoidable” and the tech giant was “doing [its] best to mitigate the huge increases that are being passed to us,” and that although the company has been trying to shield customers, “the situation has become unsustainable.”\n\n“This is a hundred-year flood,” Cook explained to the *Journal*. “I’ve never seen anything like it in any area in over 40 years.”\n\n[Microsoft also recently raised prices](https://www.nytimes.com/2026/06/25/technology/apple-prices-macbooks-ipads.html) for its Surface laptops, and announced Thursday it was [increasing the price of its Xbox ](https://www.cnbc.com/2026/06/25/microsoft-lifts-price-of-xbox-consoles-due-to-soaring-component-costs.html)game consoles starting August 1.\n\nShares of Apple Inc. [(Nasdaq: AAPL)](https://finance.yahoo.com/quote/AAPL/) were down 5.2% in afternoon trading at the time of this writing. Shares of Microsoft Corporation [(Nasdaq: MSFT)](https://finance.yahoo.com/quote/MSFT/) were down over 3%.\n\nPrices for memory and storage chips have quadrupled over the past three quarters as a result of the demand for AI servers, [according to Counterpoint Research](https://www.cnbc.com/2026/06/25/apple-macbook-ipad-price-hike-memory.html), CNBC reported.\n\nAs [the backlash continues over AI data centers](https://www.economist.com/business/2026/06/23/americas-data-centre-backlash-puts-the-ai-boom-at-risk), the hikes are just another example of how artificial intelligence is both powering and changing the way businesses operate, resulting in a growing cost for consumers.\n\nHere is a look at some of Apple’s price increases, reported by [ Mac Rumors](https://www.macrumors.com/2026/06/25/apple-just-increased-prices/):\n\nThe average price increase is $246.67, according to *MacRumors*.\n\nIn addition to the iPhone, prices for the Apple Watch, AirPods, Studio Display, and accessories such as the Apple Pencil also remain unaffected.", "url": "https://wpnews.pro/news/the-surprising-apple-product-that-was-spared-from-todays-price-hikes", "canonical_source": "https://www.fastcompany.com/91565256/the-surprising-apple-product-that-was-spared-from-todays-price-hikes-iphone-ipad-macbook", "published_at": "2026-06-25 20:30:00+00:00", "updated_at": "2026-06-25 21:17:49.624305+00:00", "lang": "en", "topics": ["artificial-intelligence", "ai-infrastructure", "ai-chips"], "entities": ["Apple", "Tim Cook", "Microsoft", "Counterpoint Research", "Mac Rumors", "Wall Street Journal", "CNBC", "Reuters"], "alternates": {"html": "https://wpnews.pro/news/the-surprising-apple-product-that-was-spared-from-todays-price-hikes", "markdown": "https://wpnews.pro/news/the-surprising-apple-product-that-was-spared-from-todays-price-hikes.md", "text": "https://wpnews.pro/news/the-surprising-apple-product-that-was-spared-from-todays-price-hikes.txt", "jsonld": "https://wpnews.pro/news/the-surprising-apple-product-that-was-spared-from-todays-price-hikes.jsonld"}}