Today's price hikes may only be the beginning: In its official statement regarding the increases, Apple uses wording that suggests further price increases are likely. Three product groups, which were spared today, are particularly under scrutiny.
Apple today raised prices on a whole range of products. All Macs and iPads are affected, as well as Apple TV, HomePods, and Vision Pro; the increases range from $30 for the HomePod mini to $1,300 for the Mac Studio. However, what's interesting is not only what has become more expensive, but also how Apple justifies the move – because the wording suggests further increases are to come.
What Apple's choice of words reveals
In a statement sent to several media outlets, Apple essentially said that it has now reached a point where it must begin raising prices on a number of products – including today's adjustments to iPads and Macs. Two phrases stand out: the word "begin" and the addition of "including." Both suggest that today's round is just the first step. Companies that talk about starting price increases usually plan further ones – and the way the current price hikes are framed as part of a larger plan reinforces this impression.
iPhone, Apple Watch and AirPods as the next candidates
Which products might be affected next can be deduced from today's selection. So far, the iPhone, Apple Watch, and AirPods have been spared. These three groups are therefore considered the most likely candidates for a future adjustment. The timing would be critical for the iPhone: an increase shortly before or coinciding with the unveiling of the next generation this fall would directly impact Apple's best-selling product. Whether Apple will take this step remains to be seen – but today's statement explicitly does not rule it out.
What starts as an adaptation might become a series
Should Apple actually raise prices in several waves, it would represent a clear departure from its previous policy of absorbing component costs for as long as possible. The fact that Apple would even have to resort to this measure became apparent last week when Tim Cook addressed the increased storage costs. Today's wording now makes it likely that this won't be a one-off event. For the affected product groups, one thing is particularly important: anyone planning to buy a new iPhone, Apple Watch, or AirPods will currently still have to pay the old prices. (Image: Shutterstock / Andrey_Popov)
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