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Posted by virgildotcodes 2 days ago

Apple raises prices of MacBooks, iPads(www.reuters.com)
https://9to5mac.com/2026/06/25/apple-price-increases-mac-ipa...
834 points | 1226 commentspage 18
Kenji 2 days ago|
Inflation babyyyyyyyyyy. See if your salary also raises by 10-20% this year. You're getting priced the fuck out of everything, have fun.
alanwreath 1 day ago|
I mean that and the effects of multiple LLM vendors affecting supply and demand.
mugivarra69 1 day ago||
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bazzmt 2 days ago||
"Apple has increased the price of MacBooks and iPads by about 20 per cent worldwide, one of the broadest price rises in its history, as the iPhone maker blamed memory chip shortages caused by the AI infrastructure boom."
resters 2 days ago||
Expect this trend to continue -- firms have delayed price adjustments to avoid retaliation from Trump as doing so would draw attention to Trump's many inflationary policies.

Now all of the businesses who use Apple products as an input are more likely to raise their own prices, etc. This is how inflation happens across the economy. Trade war leads to price increases on Apple's inputs, Apple has to raise prices, etc.

gchamonlive 2 days ago||
As much as I despise trump's administration, isn't this more because of AI farms pressure onto the semiconductor forges?
resters 2 days ago||
You're right it's not only trade policy, but I think most of the fab contracts on current models were already negotiated and Apple ate $3.3B of tariffs as a COGS increase (delaying passthrough avoids spotlighting tariff-driven inflation). Increasing DRAM prices are a factor, but would not be a 20% BOM price increase at all (much less on the total price) for most of the impacted devices. The magnitude and the simultaneous across-the-line timing look more like margin recovery than a component passthrough.
api 2 days ago||
One of my 2024 predictions was that Trump would push through the biggest tax increase in history, and that his anti-tax base would cheer it. (Deficit spending doesn't exist and tax increases aren't tax increases if a Republican is in office.)

I thought the scenario would be "we're going to abolish income tax and implement a national sales tax or VAT!" but then the abolishing of income tax part never happens and we just get income tax plus national sales tax plus VAT.

Instead he did it with tariffs. Don't know if it's the biggest tax increase in history but it's pretty sizable, and of course it's regressive.

snootypoot 1 day ago||
maybe in our lives people will start to realize there is really only one political party and its always going to be them vs us until we are all serfs earning below subsistence wages.
api 1 day ago||
They're not all the same.

I'm not saying they're all great. In a democracy, especially when you face only a few options, it's always a lesser of two evils choice. I've never voted for someone I thought was great.

zackmorris 2 days ago||
Catering to the top of the k-shaped economy is indistinguishable from evil
ipsum2 2 days ago|
Apple has always done this.
DiabloD3 2 days ago||
This is a weird way for Apple to admit the Mac is dead.
iAMkenough 2 days ago|
If this is your interpretation of “Mac is dead” you might as well say “personal computers are dead.”
DiabloD3 1 day ago||
If it wasn't for Linux and open source, I very much could!
nalekberov 2 days ago||
> We have never seen a component price increase this much, this quickly. We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for iPad and Mac. We know this is not welcome news, and we are working tirelessly to find solutions.

In other words, we have to protect our billions of cash from burning.

They could keep the prices down, but then again for these C-suites everything should go up, right? Who cares if the market is “ready” for price jumps? Who cares when HDD, memory manufactures prioritize Sam Atmans? Heck, half-made, buggy games now starts at $80 price point.

It’s unfortunately billionaires’ world.

ElProlactin 2 days ago|
Apple has never been a charity.
nalekberov 2 days ago||
Who said that? It was Apple, who sold their iPhones at astronomic margins, created walled gardens. There could be other solutions to this problem - one being, signing exclusive deals with vendors.
foldr 2 days ago|||
>There could be other solutions to this problem - one being, signing exclusive deals with vendors.

Apple won't get an exclusive deal to buy RAM for far less than the going rate.

Danox 1 day ago||
The solution for Apple is move design and engineering of memory to Apple Silicon design in house and team up with TSMC on shore fab in America.
wat10000 2 days ago|||
Why would they set prices at anything other than the level which maximizes profit?

I'm sure they're doing everything they can to cut their costs as well. That means even more profit. Lower costs only translates into lower prices if that results in more profit overall.

sajithdilshan 1 day ago||
This is just pure greed. There is a memory chips shortage and it’s partly due to high demand, but at the same time the manufacturers trying to squeeze as much profit they can while the demand last without investing on increasing the manufacturing capacity.

Apple already have such high profit margins and I’m pretty sure the next iPhones would be priced 100-200$ extra

bluescrn 1 day ago||
Prices are never going down, even if the shortage eases.

The era of cheap high-end computing is likely over. And it'll be used to pressure people into switching to thin clients and ever-more subscriptions

High-end desktops were already a niche market, with many home users just using phones+tablets as their main devices.

The entire games industry is already in a big crash too, and with consoles approaching $1k for 6yr-old hardware (Xbox just had another price hike) it might not bounce back this time. A new generation of consoles isn't going to find such a huge market with 4-figure price tags, especially when there won't be a giant leap in visuals/capability.

simplyluke 1 day ago|||
Prices have gone down for the entire history of computing reliably with the past year being an extremely notable deviation from that trend line.

I'm pretty sure prices are going down. Maybe not complete builds in nominal dollars, but $/gb for things like RAM and SSDs will be lower in 5 years than it is today almost certainly.

daedrdev 1 day ago||||
Or in a few years time memory chip production will meet demand, and prices will decrease.
bluescrn 1 day ago||
Or the winners of the AI race will make enough money to buy up the majority of global production indefinitely...

But even if things recover in a few years, Apple makes a lot of money from massive markups on RAM and storage and not allowing upgrades. If their customers keep paying, and I suspect they will, there'll be no incentive to bring prices down, not for the higher-end devices at least.

daedrdev 19 hours ago||
You can build new production, a chip monopoly will have incredibly profits for anyone bold enough to startup a new competitor. This is HN for gods sake
bluescrn 5 minutes ago||
That's like saying you can build a competing railway network or a competing power grid.

Natural monopolies are a thing, and chip production has become pretty close to one with the vast resources and timescales required to attempt to compete.

mvdtnz 1 day ago|||
> Prices are never going down, even if the shortage eases.

Why would this be the case? I don't see a fundamental market failure.

Danox 1 day ago|||
Memory pricing right is due to phantom demand from AI model/data center builders handing out future memory IOU'S has OpenAI accepted delivery?

By the way OpenAI has postponed their IPO until next year 2027.

bluerooibos 1 day ago|||
> This is just pure greed

Well, pure capitalism. I suppose the terms are synonymous, though.

compiler-guy 1 day ago|||
Pretty sure greed existed long before capitalism was a twinkle in any economist's eye. The East India Company was rapacious and evil and full of greed. But it was mercantilist. https://en.wikipedia.org/wiki/Mercantilism
pyronite 1 day ago|||
This is unfortunately the market and “capitalism” working as it should. Price goes up, incentive to produce more goes up too.
Capricorn2481 1 day ago||
Not necessarily. If the entire industry triples its prices and alienates 40% the market, it's still coming out ahead. It only incentivizes producing more if there are enough people unwilling to pay for the new prices, or if it were easy for a newcomer to come in (it's not)
bdangubic 1 day ago||
best way to handle this is to stop buying/upgrading
sajithdilshan 1 day ago|||
Agree, us consumers should respond with our pockets
billmaya 1 day ago|||
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fosron 1 day ago||
Bought my CTO M5 Pro just a month ago, i was a little bit skittish, thinking i should wait for the OLED one, but i think i'll be happier with the 64GB of RAM rather than that overpriced monitor.
Weered 1 day ago|
Definitely not justified. You think Apple doesn't have warehouses of hardware. It's climate inflation based on a narrative they can exploit because of data centers being in the headlines. Smart, obvious, move because no one will jump ship.

Kinda like MAGA. Their hair could be on fire and everything is fine.

gcanyon 1 day ago|
They absolutely don't have warehouses of hardware. Tim Cook is a supply-chain-efficiency hawk from before he was CEO -- he was famous for reducing Apple's inventory.