Apple news today: the price hikes are live, and they are steep.

The price increase is here, and it is broad

Earlier this month Apple confirmed price increases were coming, and CEO Tim Cook called them unavoidable. Today they landed, live on Apple.com, and they reach almost everything: Macs, iPads, Apple TV, HomePod, and even Vision Pro. A few of the United States changes:

• 13-inch MacBook Air (16GB/512GB) went from 1,099 dollars to 1,299 dollars, up 200.
• Entry iPad (128GB) went from 349 dollars to 449 dollars, up 100.
• 11-inch iPad Pro (256GB) went from 999 dollars to 1,199 dollars, up 200.
• Mac mini (M4, 16GB/256GB) went from 599 dollars to 799 dollars, up 200.
• Apple TV 4K (64GB) went from 129 dollars to 199 dollars, up 70.
• HomePod went from 299 dollars to 349 dollars, and the HomePod mini from 99 to 129.
• Vision Pro (256GB) went from 3,499 dollars to 3,699 dollars.

The entry models are the gentle part. The expensive configurations, the ones loaded with memory and storage, rose the most, in some cases by thousands of dollars on a maxed-out MacBook Pro or Mac Studio. That is the tell for what is driving this.

Why: the memory shortage

Apple's own explanation points at memory. The boom in AI data centers has soaked up a huge share of the world's DRAM and flash supply, pushing chip prices up fast. Apple says it shielded customers from that for a while, then had to make a tough call. It is not an Apple-only problem. On the same day, Microsoft raised Xbox console prices for the same reason. I dug into why these higher prices are likely to stick around in a separate piece.

There is still a back door, for now

Apple raised its own list prices, but third-party sellers like Amazon and some physical stores are still moving stock they bought before the hike, often at the old prices. If you genuinely need a Mac or iPad soon, it is worth checking those before paying the new sticker. The usual rule still applies though: a discount on something you do not need is not a deal. If you want a gut check on the spend, the cost tools here can help.

The other Apple stories this week

The pricing news is loud enough to drown out everything else, but a few other things are worth a line. The handoff at the top is moving forward: Apple announced in April that Tim Cook will become executive chairman and hardware chief John Ternus will take over as CEO on September 1, 2026, so this is the last stretch of the Cook era. On the software side, the 26.6 developer betas, iOS, iPadOS, macOS and the rest, are out for testing. And on the rumor pile, there is renewed chatter about Apple working on a smart ring to chase the Oura crowd, along with reports that cheaper iPhone 18 models due in spring 2027 will bump up to 9GB of memory.

Prices and details here were verified on June 26, 2026, and Apple's lineup and live deals change quickly. This is a plain rundown, not purchasing or financial advice. If you want the Android side of this week, I wrote that one up here.