Apple today raised the price of the Vision Pro to $3,699 from $3,499, as part of a broad series of price increases across its entire lineup.
The change came after Apple’s online store was briefly taken offline earlier today and brought back with new prices for the HomePod mini, HomePod, Apple TV, iPad, iPad mini, iPad Air, iPad Pro, MacBook Neo, MacBook Air, MacBook Pro, iMac, Mac mini, both Mac Studio and Vision Pro configurations. The iPhone, AirPods, Studio Display, and accessories like the Apple Pencil were seemingly the only product lines to remain intact.
No Apple product carries more baggage around its price than Vision Pro. The headset launched in February 2024 priced at $3,499 for the base 256GB configuration, a figure that was widely reported at the time as a major barrier to mainstream adoption. Today’s increase pushes the entry price to $3,699, with the 512GB and 1TB configurations also gradually increasing to $3,899 and $4,199.
A product like the “MacBook Air” going up $200 is understandably an unwelcome change for consumers, but it’s a change on a product with a huge addressable market. The Vision Pro’s price was already about seven times higher than Meta’s $499.99 Quest 3, and reviewers and analysts have repeatedly pointed to this gap as the headset’s defining weakness. Vision Pro’s share of the
When the company refreshed Vision Pro with an M5 chip and a new Dual Knit band in October 2025, it kept the $3,499 starting price exactly where it was.
This increase is linked to a broader cost issue for the tech industry. Apple CEO Tim Cook said The Wall Street Journal Last week, price increases across Apple’s lineup became “inevitable” due to soaring costs of memory and storage chips.
