Apple raised prices on a swath of its lineup today, and the hikes were sizable rather than incremental. In a press statement shared with outlets like Bloomberg, the company said it had reached a point where it must start raising prices on a number of products, referencing the current iPad and Mac increases, including the 12.9‑inch iPad Pro and 14‑inch MacBook Pro.

The phrasing “we need to begin raising prices” and “including today’s increases” signals that today’s adjustments are merely the first wave. Analysts expect the next targets to be the iPhone, Apple Watch and possibly AirPods, which escaped the current round. Supply pressures on RAM and storage have already forced Apple to reassess its pricing strategy amid ongoing component shortages globally.

For consumers, the announcement means higher bills on upcoming hardware. If Apple follows its own timeline, the fall release of the iPhone 18 and new Watch models could carry price tags noticeably above last year’s levels. Shoppers may need to budget extra dollars or wait for promotional discounts, especially for users wanting larger storage options.