Apple implemented widespread price hikes across its Mac and iPad lineup today, with the MacBook Neo jumping from $599 to $699 and the MacBook Air starting at $1,299 instead of $1,099. The increases span multiple product tiers, affecting everything from entry-level iPads to high-end MacBook Pro configurations featuring M5 chips.

CEO Tim Cook confirmed these changes were unavoidable during a recent interview, citing dramatic component cost increases that the company could no longer absorb. Cook specifically pointed to high-bandwidth memory shortages driven by AI server demand as a primary pressure point, noting that memory suppliers are passing along steep price increases to manufacturers.

The new pricing affects nearly the entire Mac lineup including MacBook Pro models with M5, M5 Pro, and M5 Max chips, plus iPad Pro variants. Notably, iPhone, Apple Watch, and AirPods remain priced at previous levels. Amazon continues selling many affected products at their old prices through Prime Day promotions, creating temporary pricing confusion for consumers.

These increases reflect broader supply chain pressures hitting the tech industry as AI infrastructure demands compete with consumer electronics for critical components. Apple's decision signals that component shortages are now severe enough to impact mainstream product pricing rather than just premium configurations.