Apple Raises Prices on Everything!

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Apple Raises Prices on Almost Everything

At 12:24 · 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 Play} , 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 Play} — 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 Play} 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.

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Apple Raises Prices on Almost Everything — Here's the Breakdown

Apple Raises Prices on Everything! · Jul 3, 2026 Technology

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%.

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12:40

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M3 Ultra Mac Studio price jump

Apple Raises Prices on Everything! · Jul 3, 2026

The M3 Ultra Mac Studio saw a $1,300 price increase, one of the largest absolute dollar increases in the Apple lineup.

8:06 – 8:36

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Vision Pro price increase

Apple Raises Prices on Everything! · Jul 3, 2026

Apple Vision Pro only went up $200 despite a sweeping price increase across products, likely due to low sales volume.

8:28 – 9:00

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MacBook Neo price increase

Apple Raises Prices on Everything! · Jul 3, 2026

The MacBook Neo starting price rose from $599 to $699, ending what had been one of Apple's most competitively priced products.

8:47 – 9:20

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iPad Air price jump

Apple Raises Prices on Everything! · Jul 3, 2026

iPad Air 11-inch jumped from $599 to $749, moving it into a noticeably different price bracket.

11:38 – 12:10

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Apple TV price hike ~40%

Apple Raises Prices on Everything! · Jul 3, 2026

The Apple TV jumped from $129 to $199, one of the highest percentage increases across Apple's lineup.

11:57 – 12:32

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Apple TV Up ~40%: The Most Surprising Price Jump

Apple Raises Prices on Everything! · Jul 3, 2026 Technology

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.

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