Apple revived its online store after a brief outage to roll out a sweeping price hike across its hardware lineup. The HomePod mini jumps to $129 from $99, the HomePod climbs to $349, and Apple TV rises to $199. iPad Air now costs $749, iPad Pro $1,199, while the MacBook Neo tops out at $699.

Last week CEO Tim Cook told the Wall Street Journal that soaring memory and storage chip costs forced Apple’s hand. He described the shortage as a “hundred‑year flood,” noting the company has traditionally absorbed component price swings. The new pricing marks a rare shift, with flagship Macs like the MacBook Pro now listed at $1,999, up $300.

iPhone, AirPods, Studio Display and accessories escape the hikes, but the broader increase raises the entry price for many consumers. A $200 jump for Apple TV and a $200 rise for the iMac push mid‑range devices into premium territory. The adjustments signal that Apple will likely pass more component costs to buyers going forward.

Analysts predict the price surge could shave a few percentage points off quarterly hardware revenue, especially as competition tightens in the smart‑speaker and tablet segments. Retailers will need to adjust promotional strategies, and price‑sensitive shoppers may turn to older models or refurbished units. Apple’s decision underscores that even its premium brand is not immune to supply‑chain pressures.