Apple unveiled a sweeping price increase across its Mac and iPad lineup on Tuesday, leaving iPhone and AirPods untouched. The entry‑level MacBook Neo jumps from $599 to $699, while the 13‑inch MacBook Air with 512 GB now costs $1,299, up $200. iPad models see hikes ranging from $100 to $200, pushing the base iPad to $449.

The adjustments reflect CEO Tim Cook’s warning about a mounting memory shortage that has forced Apple to absorb higher component costs. Larger‑screen iPad Pro variants climb $200, putting the 13‑inch model at $1,499, while the high‑end M5‑series MacBook Pros rise $300 to $1,999. Even the Apple TV 4K now retails at $199, a $70 jump.

Consumers facing steeper bills may reconsider upgrades, especially as the Vision Pro headset also climbs to £3,699. With pricing now visible on Apple’s storefront, shoppers can compare the new tiers instantly. The roll‑out signals that Apple will continue passing component inflation onto buyers rather than absorbing it.

Enterprise clients, who rely on Mac Studio, see the M3 Ultra rise to $5,299, a $1,300 jump. Price pressure could accelerate migration to competitor hardware.