Crap, Apple increased hardware prices today?
Apparently a MacBook is now €300 more expensive than yesterday?
Fuck AI!
Sigh. Stupid decision for me to that have stocked up on $2500 of iTunes gift cards at 20% off through my citi double cash back last year. Now I’m stuck shopping at Apple, which before would’ve been a stellar deal. Now the 20% barely covers the price increases.
The only thing I’ll actually be buying from Apple at this point is the new AppleTV. All my other products i’ll be using through at least 2028. Hopefully the prices will stabilize then.
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This should help sell more Vision Pros! 
- Vision Pro: $3,699 (up from $3,499)
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Sticking with my iPhone 14 until support ends in 2029.
Katie
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I agree that prices may stop going up by 2028, for a while.
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The drop in sales from the people not upgrading due to the price increase will be significant,. Their revenue will definitely take a big hit.
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Some people must think that, AAPL is currently down 6.01% on the news.
But it could take a while before we know anything for sure. Apple is only releasing new Pro phones this year, we’ll have to wait until spring for the regular models.
I’m amazed that Apple waited as long as they did.
Every day they didn’t was costing them both decreased profit and / or lost potential extra profit.
Don’t get me wrong, putting up costs asap would have been seen to be greedy, but other tech companies have been passing on the increased costs for many months, Apple quietly absorbed it.
No-one would have blamed them if at any point in the interim they’d raised prices.
Sure, some of the memory they used would have been bought as part of long term deals, but the rest wouldn’t have been.
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AAPL net income was $29.6bb in the latest quarter, on $111.2bb revenue (up 17% YOY). A 27% net income margin. They’re doing just fine. The price increases are not pure pass throughs – APPL pricing is strictly about margin protection and perceived value. Blaming the price increases on effects of the AI build-out wave is a bit too cute.
Katie
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I just managed to get my daughter a MacBook Neo from Argos here in the UK before the prices kicked up, interestingly you can still get the TouchID 512Gb Blush colour MacBook Neo on Amazon for £50 off yesterday’s prices at £649 (and £150 off today’s prices).
I’m surprised they’re still available at the old prices. Thought it would be more co-ordinated.
Yow! I bought a couple of M4 Mac Studios a year ago to replace our aging iMac Pros. That was in advance of expected tariff-based increases that never happened. At the time I hadn’t seen AI mania causing these increases (27% for them) instead. Right decision. Wrong reason. I’m not cut out to be a futurist.
I fear that too much of Wallstreet activity is based on algorithmic trading. If they sort on changes in GM percentage, they don’t give any consideration to revenue and other amazing factors that makes AAPL stand out much further than many other stocks.
A possible way to “compensate” for the increases is to cut as many discretionary or unnecessary app and service subscriptions as possible. Depending on how many subscriptions one has and their prices, the cuts may go a long way toward compensating for the increase in hardware prices on a single device. I realize not everyone can or would desire to take this route, but it may be an option for some.
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That’s a valid path. For myself, my M3Max has more power than I need on a very intense work day. I won’t replace it for many years, and enjoy the subscriptions that are necessary for my work.
Katie
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We indirectly do this now. I instituted a family sink fund for electronics that includes hardware and software. It grows faster if we spend less on software (and even faster if we don’t buy anything, but, I’m going to need that reported M7 Max.)
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So you think the CEO is being ‘too cute’ ?
"Apple plans to raise prices on its products to offset the surging costs of memory and storage chips, Chief Executive Tim Cook said in an exclusive interview with The Wall Street Journal.
“We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable.”
It’s a good thing - when you think about it - that these price increases only affect us when we actually buy a new product.
So … the price increases probably don’t affect us.
It’s a good thing that we don’t usually need to buy a new Mac, iPad, or iPhone, urgently.
So … most of us can wait.
It’s a good that that if we do buy a new apple product, then an extra few hundred dollars will last a few years, because the products usually are so good they last a few years.
So … our expensive toys are actually still very good value.
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