Apple raised prices across its iPad and Mac lineups last week, with the M3 Ultra Mac Studio reaching $1,300 and the budget MacBook Neo jumping $100. Outgoing CEO Tim Cook acknowledged these increases were unavoidable amid ongoing memory shortages affecting the tech industry. The company's refreshed lineup includes the MacBook Air with M5 and iPad Air with M4, but not all products faced the same fate.

Smartphones and tablets proved more resilient to price changes. All iPhone models from the iPhone 16 to iPhone 17 Pro Max remain at their original prices, with the iPhone 17e still starting at $599. Apple Watch Series 11, SE 3, Ultra 3, and Hermès variants held steady at $249 to $1,399. AirPods 4 also escaped increases, maintaining their $129 entry point.

Smaller accessories like AirTags, Studio Display, and desktop peripherals kept their pricing unchanged. These products require less memory, helping them avoid the component cost pressures hitting larger devices. Research firm Tech Insights suggests the iPhone 18 Pro could see a $270 price jump to preserve margins.

Apple's selective approach reveals its strategy to protect mainstream products while passing costs to premium Mac buyers. However, Cook admitted the chip shortage has become unsustainable, making future price stability unlikely for any product line.