Apple is hiking the price of essentially all of its devices, which includes the already very pricy Vision Pro standalone mixed reality headset.
The News
As reported by 9to5Mac, a host of Apple devices have just gotten significant price increases. The company previously confirmed this would be the case in response to the ongoing RAM and storage crisis, although it wasn’t certain when, or by how much.
Now, the full updated list of Apple device prices is here, which has revealed that Apple has effectively bumped the latest M5 version of Vision Pro to $3,700.
Released in October 2025 for $3,500, the M5 Vision Pro is essentially a hardware refresh of the original launched in 2024, which included the company’s M2 chipset and the same $3,500 price tag.
Other devices to see similar price hikes include MacBook, iPad, iPad Air, Apple TV, HomePod, and even MacBook Neo, which the company launched for $600 in March, now bringing it $700. You can check out the full updated list over on 9to5Mac.
Speaking to Reuters, Apple reveals it held out for as long as possible before giving into price hikes:
“We have never seen a component price increase this much, this quickly,” Apple said in a statement. “We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for iPad and Mac.”
My Take
To the company’s credit, Apple isn’t the first to raises prices. In April, Meta announced it was hiking the price of Quest 3S and Quest 3, raising the price of them by $50 and $100 respectively.
Then, in May, Valve announced it was hiking the price of Steam Deck, which was sandwiched with the news that its was delaying both the Steam Machine and Steam Frame, and rethinking its release and pricing strategy. To boot, Steam Machine is now available for pre-order for the princely sum of $1,050, which doesn’t particularly bode well for Steam Frame, its first standalone VR headset, which still doesn’t have a price or release date.
And although Apple isn’t the first to raises prices due to the current component crisis, it certainly won’t be the last. Any other holdouts in the market are likely soon to follow, if only because mighty Apple has justified it.
Apple isn’t actually the biggest drivers of these cost increases though, which are primarily due to the surging demand for AI data centers.
As it is, South Korea’s Samsung and SK Hynix, and US company Micron Technology produce 93 percent of the world’s RAM. And although Apple has historically leveraged its power to outbid other companies to secure components at cheaper prices, it’s the big players in AI right now—Microsoft, OpenAI, Google, Amazon, Meta, and Anthropic—that are hoovering up the lion’s share of the RAM and NAND.
I’m actively resisting the urge to call Apple a victim in all of this, because there is no greater victim than the end consumer, although it is odd to see the world’s third most-valuable company essentially shrug as its market cohorts blow up the AI bubble yet further—all while sporting a little over 4 trillion dollar market cap in the process.
