Apple kept the price tags on its iPhone, Apple Watch, AirPods and AirTag unchanged while lifting costs on many other devices. The HomePod mini now sells for $129, up from $99, and the iPad Pro’s base price rises to $1,199. Macs, MacBooks, iMac, Mac Studio and Vision Pro also face higher price points this quarter overall.

Apple attributes the increases to a surge in memory and storage chip prices, which CEO Tim Cook described as a “hundred‑year flood.” The company postponed adjustments as long as possible, but component spikes forced a change. By leaving flagship iPhone pricing static now, Apple sidesteps consumer backlash before the anticipated fall refresh in the market.

Shoppers eyeing a new Mac or iPad will see the price hike instantly, while those purchasing iPhones, watches, earbuds or tags pay unchanged rates. The selective pricing shields Apple’s biggest revenue generator and its most entry‑level products, preserving demand amid supply‑chain volatility and keeping the brand’s premium perception intact for its global customer base today.

Overall, the move signals Apple’s willingness to absorb cost pressure on its most popular lines while passing it to higher‑margin hardware. Consumers will feel the pinch on Macs and iPads, but the unchanged pricing of iPhone, Watch, AirPods and AirTag maintains the price stability that has long driven volume sales for the company in 2026.