Apple has announced a broad price increase for several MacBook and iPad models, its first official move to pass higher memory and storage costs on to consumers. The announcement comes after CEO Tim Cook told The Wall Street Journal that price hikes had become unavoidable because of instability and supply shortages in the global chip market. Apple shares were down about 4.6% as the report was written, and the company is also approaching the end of Cook’s 15-year tenure, with John Ternus expected to take over.
Apple’s online store was briefly taken offline and came back with new prices. The MacBook Neo entry model rose from $599 to $699, the MacBook Air from $1,099 to $1,299, and the 1-terabyte MacBook Pro from $1,699 to $1,999. In tablets, the iPad Air increased from $599 to $749, and the iPad Pro from $999 to $1,199.
Market watchers are now looking ahead to Apple’s next iPhone launch, expected in September, where the company may unveil the iPhone 18 lineup and possibly its first foldable device. Apple has not announced any iPhone price changes yet, but some estimates in the market say prices could rise by $100 to $200 depending on the model.
In Israel, sources cited by Globes expect local retailers to receive the new price list by Monday. The assumption in the market is that the percentage increase will mirror the U.S. hike, though the stronger shekel could soften the impact on Israeli buyers. Apple says the consumer electronics industry is under pressure from artificial intelligence, which is driving heavy demand for memory chips, while the war with Iran has further strained supply chains by disrupting helium shipments used in chip production. Counterpoint Research says memory and storage prices have jumped fourfold over the last three quarters, and RAM prices alone have doubled since October 2025.
