Tim Cook warned that Apple price rises were coming — and now we know just how much more expensive it is to buy a Mac or iPad.
Apple increased prices for Mac computers by as much as 20%, while iPads are now up to to 25% more expensive, according to the company's updated Online Store.
The cost of its iPhones remained unchanged.
The Thursday price jump means the entry-level MacBook Neo now costs $699, up from $599. A beefier 14-inch MacBook Pro now starts at $1,999 — a $300 increase over its previous $1,699 price tag. The iPad Pro went up by $200 to $1,199.
Earlier this month, Cook warned that price rises were coming due to a shortage of memory chips, saying "price increases are unavoidable."
"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," the Apple CEO told The Wall Street Journal in a statement at the time.
Tech companies have been ramping up purchases of the components for their AI buildouts, which has in turn driven up prices for the chips used in many consumer electronics.
That's led to broad price increases for laptops, desktop PCs, smartphones, and gaming consoles like the PS5, Xbox, and Nintendo Switch 2.
This is a developing story. Check back for updates.
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Robert Scammell is a senior editor for the tech, startup, and VC team at Business Insider's London bureau, overseeing the team's coverage of companies such as Meta, OpenAI, and Google. Before joining Business Insider, Robert was the editor of the tech publication UKTN.
Lauren Edmonds is an award-winning reporter on the Business News team. When news isn't breaking, she covers personal finance, kitchen-table economics, and paths to financial freedom, including investing, real estate, side hustles, and small business. She also writes about guaranteed and universal basic income programs in the United States.Lauren has also covered lifestyle and entertainment, digital culture, and more. She has a master's degree from the Columbia University Graduate School of Journalism and resides in New York City.Do you have an interesting story to tell? You can reach Lauren at [email protected] or on Signal at ledmonds0.07.Popular StoriesNetflix wants to be Disney when it grows up Why Hollywood is paying this 17-year-old up to $20,000 to boost film trailers with TikTok editsHere's all the free money Trump's talked about giving Americans during his second term — and where it all standsA 17-year-old earned $72,000 after investing his e-commerce profits into stocks. Here's why he bet on the tech industry.Lawmakers float a nationwide basic income experiment that would cover the cost of a 2-bedroom apartmentNearly 30,000 Americans have received about $335 million in basic income. Here are 5 takeaways. Americans ditch suffocating healthcare costs and divisive politics to retire in Italy: 'It's the way they approach life'From 'road-schooling' to gas that costs $500, this family of 4 shares what it's like living in a solar-powered Greyhound bus
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