Apple shut its online store for a brief window on Tuesday to roll out a sweeping price update driven by rising NAND flash and DRAM costs. The move underscores how even the industry’s most efficient supply chain can’t dodge component price pressure. Every Mac that contains the affected memory now carries a higher tag, while iPhone, Watch and AirPods remain untouched. The update went live within minutes.

Base‑level MacBook Neo jumps from $599 to $699, a $100 bump, while the Mac mini’s 256 GB model climbs to $799. The headline increase hits the Mac Studio equipped with the M3 Ultra chip, now listed at $5,299, a $1,300 rise that pushes the unit above the $5k threshold. Even flagship devices feel the squeeze. Across the board, the average uplift sits at $246.67 per product.

Student discounts tighten as Apple now demands college‑level verification and separate proof for faculty, limiting the price relief many relied on. Consumers face higher entry points for the Mac lineup, potentially nudging price‑sensitive buyers toward older inventory or competing Windows machines. Retail partners report mixed reactions. The adjustments signal that memory shortages will continue shaping Apple’s pricing strategy.