Brace yourself, Apple’s price hikes are here, and they’re brutal

Following a warning from outgoing CEO Tim Cook last week, Apple has unveiled new pricing across the range. And the price rises are absolutely brutal. We’re still digging into all the changes, but across the entire Mac and iPad line, prices have jumped by at least $100.

The $599 MacBook Neo? It now starts at $699. The $1,699 M5 MacBook Pro? You’ll now need to shell out $1,999. An 11-inch iPad Air will set you back $749, an increase of $150 over the original $599 price. And if you wanted a Vision Pro, you’ll now need to save $3,699. Here’s how the new pricing looks at Apple’s online store:

Macs

iPads

HomePod, Apple TV, Vision Pro

In a statement, Apple said it has “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.”

None of the storage and RAM options have changed for the models affected—prices are just higher. It’s notable, however, that neither the iPhone nor the Apple Watch is impacted by the price increases. The Studio Displays also have the same price as before.

It’s not clear from this move whether these prices are temporary or will adjust as the memory situation changes.

The silver lining here is that Amazon’s Prime Day sale is going on this week and has some great deals that are suddenly really great deals.