(Bloomberg) — Apple Inc. took the extreme step of raising prices on Macs, iPads, home devices and the Vision Pro on Thursday, seeking to offset rising costs caused by an unprecedented shortage of memory and storage chips.
The company is increasing prices for the MacBook Neo, MacBook Pro, MacBook Air, iPad Air and iPad Pro, according to changes posted on its online store. The starting price of the MacBook Neo, its latest laptop, has risen from $599 to $699, while the MacBook Air has gone from $1,099 to $1,299.
The 14-inch MacBook Pro in the basic version went from US$1,699 to US$1,999, while the 16-inch model now starts at US$2,999, up from US$2,499. The iMac desktop now starts at $1,499, up from $1,299, and the Mac Studio has gone up from $1,999 to $2,499.
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The most advanced version of the MacBook Neo, with more storage and Touch ID, now costs $799, up from $699. A fully configured 16-inch MacBook Pro, with maximum memory and storage, now costs $9,999.
The 11-inch iPad Pro went from $999 to $1,199, while the 13-inch model went from $1,299 to $1,499. The iPad Air, a mid-range tablet, now costs US$749, up from US$599. The basic iPad went from US$349 to US$449, and the iPad mini rose from US$499 to US$599.
The standard HomePod speaker now costs $349, up from $299, while the HomePod mini goes up from $99 to $129. The Apple TV goes from $129 to $199. The Apple Vision Pro headset now starts at $3,699, up from $3,499. A 1 terabyte version costs US$4,199.
Price increases are global. The company did not raise the prices of iPhone, Apple Watch or AirPods this Thursday.
An Apple spokesperson stated that “the rapid expansion of artificial intelligence data centers has driven an extraordinary increase in demand for memory and storage” and that the company “has never seen such a large and rapid increase in component prices.”
Apple added that “so far it has managed to protect customers from these increases, but it has reached a point where it needs to start raising prices on several products, including the adjustments made today to iPads and Macs.” “We know this is not welcome news and we are working tirelessly to find solutions,” he said.
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In April, Apple executives said during its second-quarter earnings call that memory shortages were expected to worsen throughout the year.
At the time, CEO Tim Cook said the shortage had also affected supply, with many Macs facing prolonged restrictions and delivery delays. “We’re not at a point yet where we can say this is going to end anytime soon,” Cook said, adding that the limitations are expected to last “several months.”
In March, the latest MacBook Air and MacBook Pro models had already seen price increases offset by the inclusion of more memory and other improved specifications. In May, the $599 base configuration of the Mac mini was discontinued.
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John Ternus, previously Apple’s head of hardware engineering, will inherit the memory crisis on September 1 when he takes over as CEO, succeeding Cook. The shortage has also impacted Apple’s ability to launch new products, delaying important projects like an updated Mac Studio.
In April, Cook claimed that the iPhone was less affected by the memory issue than Macs, instead facing shortages related to its main processors. The company is expected to launch new smartphones in September, including a flagship foldable model that is expected to cost more than $2,000.
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