Apple today significantly raised Mac prices across the board.
After temporarily shutting it down earlier today, Apple’s online store is back with a series of product price increases. The changes are as follows:
- MacBook Neo: $699, down from $599
- Mac Studio (M4 Max): $2,499, down from $1,999
- Mac Studio (M3 Ultra): $5,299, down from $3,999
Last week, Apple announced that it was preparing to raise prices across its product line, with CEO Tim Cook confirming the move was inevitable. Cook made the announcement in an interview with The Wall Street Journalciting the soaring costs of memory and storage chips. “Unfortunately, price increases are inevitable,” he said. “We are doing our best to mitigate the huge increases imposed on us and we are trying to protect our customers from these increases, but the situation has become untenable.” Cook described the scale of the memory loss as a “100-year flood”, adding: “I have never seen anything like this in any area in over 40 years.”
Apple has historically absorbed fluctuations in component costs rather than passing them on to customers, marking a notable change in approach.
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