Apple Major Price Increases Become Official: 'Worse Than I Expected'

Last week, Apple CEO Tim Cook quietly confirmed that price hikes were unavoidable and would be hitting the company in the near future. Now, those price increases are here, and they are worse than some even expected.

Amid a memory and storage chip shortage that's causing issues for consumer electronics manufacturers, Apple has officially raised its prices across the board, raising the price of its computers and iPads by hundreds of dollars.

Cook Confirmed Price Increases

Last week, Cook compared the current chip shortage to a "hundred-year flood" as he said that price hikes were "unavoidable."

"I've never seen anything like it in any area in over 40 years," Cook told The Wall Street Journal in an article published on Wednesday.

"Unfortunately, price increases are unavoidable," he continued. "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."

Cook did not confirm when the price hikes were coming or how much prices would climb, but one expert warned they would be coming imminently.

Price Increases Officially Hit

On Thursday, Apple made these price hikes official as Marques Brownlee reported a few base price increases on a number of Apple products.

According to Brownlee, the Macbook Neo has increased from $599 to $699, the Macbook Air has increased from $1099 to $1,299, the Macbook Pro has increased from $1,699 to $1,999, and the Mac Studio has increased from $1,999 to $2,499. Meanwhile, the iPad Air has increased from $599 to $749 while the iPad Pro has increased from $999 to $1,199.

Needless to say, these price hikes led to some strong reactions, with many believing they were even more significant than expected.

"This is even worse than I expected," Quinn Nelson of Copland Supply wrote on X.

"Saving up for the upcoming M6 MacBook Pro was a bad idea. I should have bought the M5 and saved my money," app developer Khalid Warsame wrote in a post.

"It really is crazy that the price of computing is going up," author Marlon J. Ettinger added.

"This is brutal," a Mac researcher wrote.

With the surge of AI, it's likely that the price of computing is only going to get worse.

This story was originally published by Men's Journal on Jun 25, 2026, where it first appeared in the News section. Add Men's Journal as a Preferred Source by clicking here.

2026 The Arena Group Holdings, Inc. All rights reserved.

This story was originally published June 25, 2026 at 12:01 PM.