Star Club
Apple has raised prices across multiple categoriesThe MacBook Neo notably got a sizable hikeThe move comes in response to the RAM crisis
While everyone is busy scooping up Amazon Prime Day deals on all manner of gadgets, Apple just dropped the opposite of deal news: price hikes across most major product categories, including the new MacBook Neo, MacBook Air, Apple TV, HomePod mini, and more.
Look, it’s not like we didn’t see this coming. Apple’s outgoing CEO Tim Cook may be the supply chain maverick, ensuring the tech giant had ample supplies of components to fill tech orders for months, but the RAM and component crisis has dragged on for long enough that even Apple has been dragged in.
Cook warned us last month during an earnings call in which he cited “significantly higher memory costs” and then added that, starting this month, RAM prices would “drive an increasing impact” on Apple’s products.
That impact has now translated into higher prices for numerous Apple products, which Apple announced by, well, not really announcing them. Instead, the Apple Store went offline at around 7:30AM ET on Thursday and then returned an hour later with new prices and, basically, no fanfare.
This is gonna hurt
Among the devices seeing a price hike is the exciting and affordable new MacBook Neo, a mobile CPU-powered laptop that was perfectly built for the back-to-school market, and at $599 to start, was Apple’s cheapest laptop in memory. It now starts at $699, which also means the Neo with double the storage (512GB) and TouchID is now $799 to start.
There is essentially bad news across multiple categories.
The MacBook Air 13-inch with the M5 chip, a laptop I called “the best ultraportable I’ve ever used,” jumps from $1,099 to start to $1,299. The MacBook Pro jumps a whopping $300 (from $1,699 to $1,999) to start.
Other products getting price hikes include the Apple TV streaming box (now starts at $199) and HomePod Mini(up to $129 for $99).
Perhaps more disturbing for the back-to-school set, the iPad Air base system jumps from $599 to $699.
One of the more shocking price hikes is for a product that, perhaps thankfully, many will not sweat: the Vision Pro. At $3,499, it was already wildly expensive. Now the M5 edition starts at — wait for it — $3,699. That won’t help its chances with consumer market penetration.
Shielded from these price hikes is Apple’s entire iPhone lineup, Apple Watch, and AirPods. So there’s that.
It’s fairly clear Apple didn’t want to do this. In fact, it’s hard to remember a time when Apple summarily raised so many prices at once, but its hand was forced. Tech companies across almost every category are responding to these RAM shortages with higher prices.
We’ve contacted Apple and then sent us this comment: “The consumer electronics industry is facing an unprecedented challenge. The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. We have never seen a component price increase this much, this quickly. We have 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. We know this is not welcome news, and we are working tirelessly to find solutions.”
If and when the RAM crisis subsides, will prices return to pre-RAM shortage levels, or is Apple setting a new normal? Only time will tell.
Go find the deals
In the meantime, Prime Day is still live, and there are ample chances to snap up good deals on these gadgets before you’re left with nothing but the higher prices (where prices are rising). You’ll find the best deals we spotted on iPads, MacBooks, and more below and in this roundup.
Amazon has the newest iPad Air with the M4 chipset on sale for $519 right now. In addition to Apple’s superfast brain, this iPad features a crisp Liquid Retina display, 128GB of storage as standard, 12MP front and rear cameras, and support for Apple’s AI features.
Apple’s larger 13-inch iPad Air with the M4 is also on sale for Prime Day, back at the lowest price ever at $699.
Prime Day iPad deals
Apple’s latest base iPad is on sale for $299, which is only $15 more than the record-low price. The most significant upgrade for this model versus the previous generation is the newer A16 chip for faster performance, but you’ll also get double the storage as standard (128GB instead of 64GB). Other features include a sharp 11-inch Liquid Retina display and solid 12MP front- and rear-facing cameras, making this iPad the best iPad for casual streamers and scrollers.
Prime Day MacBook deals
With an impressive $150 discount, this Prime Day deal addresses our main complaint about the M5 Air: it’s pricier than the previous model. Now, you’re getting the latest chipset, 16GB of RAM, and a bigger 512GB SSD for much less, with a price that (arguably) challenges even the budget MacBook Neo when it comes to outright value. It’s a workhorse.
For creative professionals, the 14-inch MacBook Pro powered by the performance-driven M5 Pro chip is the one to choose. This beast flies through demanding workloads like video editing without skipping a beat.
Prime Day AirPod deals
This might just be the best Prime Day tech deal – Apple’s AirPods Pro 3 for $179. Apple’s newest premium buds feature improved Active Noise Cancellation, outstanding audio, a comfortable in-ear design, and new features such as live translation and heart-rate tracking. These do-it-all buds really are 100% flagship audio, and the noise-canceling quality is outstanding.View Deal
The AirPods 4 are Apple’s cheapest AirPods, and you can find them on sale for $99, which is the lowest price we’ve seen this year and $30 shy of the record-low. The AirPods 4 feature a new design for all-day comfort and feature Apple’s H2 chip, which supports personalized spatial audio and voice isolation. You also get a redesigned case with 30 hours of battery life and support for wireless charging via USB-C.
Read our full Apple AirPods 4 reviewView Deal
Amazon has the AirPods 4 with active noise cancellation on sale for $148.99, which is the best deal you can find right now. The AirPods 4 feature a new comfortable design, handy controls, and Apple’s H2 chip, which supports personalized spatial audio and voice isolation.
Read our full AirPods 4 with ANC reviewView Deal
Amazon has the all-new AirPods Max 2 on sale for $399, which is the lowest price we’ve seen. The over-ear headphones now include Apple’s H2 chip, which delivers adaptive audio, personalized volume, and improved voice isolation, resulting in superior sound. You’re also getting up to 1.5x more Active Noise Cancellation and 20 hours of battery life.
Read our full AirPods Max 2 reviewView Deal
If you haven’t heard, wired headphones are all the rage, which is why Apple’s EarPods for $14.88 are an excellent Prime Day deal. A slim, quality-looking design, clear sound, and comfortable fit are just a few of their best qualities. This model works with all devices that have a Lightning connector – which is iPhone 14 and before – so if you’ve got a newer iPhone, you’ll instead want the USB-C version ($16.99 at Amazon).View Deal
Prime Day Apple Watch deals
Amazon has a $50 discount on the new Apple Watch SE 3, making it an excellent bargain. The Apple Watch SE 2 currently holds the position as the best budget smartwatch, but the SE 3 more than matches it – and it’s a smarter buy while it’s on sale this week at Amazon.
Read our full Apple Watch SE 3 reviewView Deal
My favorite Prime Day Apple deal is an over $100 discount on the Apple Watch Series 11. The thinnest Apple Watch yet, with a wraparound LTP3 OLED display, it’s a great-looking watch with Apple Intelligence-powered smarts and a boosted battery, clocking in at 24 hours of average use.
Read our full Apple Watch 11 reviewView Deal
You can save $100 on the brand-new Apple Watch Ultra 3 at Amazon’s Prime Day sale. Packed with premium features, you’re getting Cellular connectivity, a boosted 42-hour battery life, and emergency satellite messaging. Today’s deal is the lowest price we’ve seen this year.View Deal
Prime Day AirTag deals
Apple’s second-generation AirTag with louder sound, a 50% improvmenet in range for Precision Finding, and the rest of the features that made the first-gen such a great item tracker are at the lowest price ever ahead of Prime Day 2026. Right now, Amazon has a single AirTag for just $24. View Deal
Another very good Prime Day Apple deal – Apple’s 2nd-generation AirTag 4-pack is getting a first-time discount, on sale for $89. Great for people like me who tend to misplace things, simply attach the AirTag to anything you don’t want to lose or keep track of, such as luggage or your keys, and your iPhone will locate the item.View Deal