Apple has announced significant price increases across several product categories, with Apple TV 4K seeing the steepest rise in percentage terms.
You can still buy at the old prices for now but you should act quickly.
Apple had already prepared the market and explained that it is forced to raise prices due to significant increases in component costs, mainly RAM and SSD. This is a consequence of the boom in hardware investment driven by artificial intelligence. Yesterday, it said:
- "The consumer electronics industry is facing an unprecedented challenge. The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. 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."
Apple TV gets significantly more expensive
Despite its modest amount of memory and storage, Apple TV 4K is the product seeing the biggest price hike, with an increase of up to 67%.
Apple TV 4K 64GB now officially retails at $199 (up from 129) while Apple TV 4K 128GB costs $249 (up from $149) on the company's website.
That makes them significantly more expensive than alternatives such as Google TV Streamer, which at the time of writing sells for $75. The Nvidia Shield, however, also costs $199.
iPhone prices unchanged
Price increases also affect MacBook Neo, MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, iPad Air, iPad Pro, HomePod, HomePod mini and even Vision Pro.
Also read: Next Apple TV 4K rumored to feature Siri AI and possibly a tweaked remote
iPhone and AirPods prices have not increased, and it appears that Apple is using price hikes on other products to help keep iPhone prices stable.
