Apple TV price hike ~40%
The Apple TV jumped from $129 to $199, one of the highest percentage increases across Apple's lineup.
Snapshot · Waveform: The MKBHD Podcast
Apple Raises Prices on Everything!
Explore episode
Jul 3, 2026
Where this was said
Apple Raises Prices on Almost Everything
At 11:57 · chapter starts 6:28
On a Thursday, Apple briefly took its store offline and returned with new prices across virtually every product it sells. Marques walks through the full landscape: the MacBook Neo jumps from $599 to $699 [1] — Marques Brownlee "Apple dropped sweeping price hikes across nearly its entire hardware lineup, driven by unprecedented RAM shortages and AI data center deman…" 06:28 , the M4 Mac Studio rises $500, the M3 Ultra Mac Studio climbs a staggering $1,300, and the iPad Air 11-inch moves from $599 to $749 [2] — Marques Brownlee "Apple TV price hike ~40%: The Apple TV jumped from $129 to $199, one of the highest percentage increases across Apple's lineup." 11:57 — a shift that Marques argues pushes it into a psychologically different price tier. The Apple TV's jump from $129 to $199 is called out as perhaps the highest percentage increase of the bunch — nearly 40% — for a product with almost no RAM. [2] — Marques Brownlee "Apple TV price hike ~40%: The Apple TV jumped from $129 to $199, one of the highest percentage increases across Apple's lineup." 11:57 The HomePod mini goes from $99 to $129. Apple Vision Pro, by contrast, rose only $200, which Andrew attributes partly to optics and partly to poor sales volume. The hosts note that the increases don't directly track to each product's RAM content, suggesting Apple is cross-subsidizing some products with revenues from others.
Apple Raises Prices on Almost Everything — Here's the Breakdown
Apple dropped sweeping price hikes across nearly its entire hardware lineup, driven by unprecedented RAM shortages and AI data center demand. iPhones were spared, but almost everything else — from the MacBook Neo to the Apple TV to the HomePod mini — got more expensive, with some increases exceeding 40%.
M3 Ultra Mac Studio price jump
The M3 Ultra Mac Studio saw a $1,300 price increase, one of the largest absolute dollar increases in the Apple lineup.
Vision Pro price increase
Apple Vision Pro only went up $200 despite a sweeping price increase across products, likely due to low sales volume.
MacBook Neo price increase
The MacBook Neo starting price rose from $599 to $699, ending what had been one of Apple's most competitively priced products.
iPad Air price jump
iPad Air 11-inch jumped from $599 to $749, moving it into a noticeably different price bracket.
Apple TV Up ~40%: The Most Surprising Price Jump
The Apple TV went from $129 to $199 — a near-40% price spike for a product that barely uses any RAM. The hosts couldn't explain why it needed to go up at all, suggesting Apple may be using low-volume products to cross-subsidize price stability on high-volume items like the iPhone.
HomePod mini price rise
The HomePod mini rose from $99 to $129, surprising observers given its limited RAM.
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