Apple today raised the price of the Vision Pro to $3,699, up from $3,499, as part of a sweeping round of price increases across its lineup.


The change came after Apple's online store was briefly taken offline earlier today and brought back up with new pricing across the HomePod mini, HomePod, Apple TV, iPad, iPad mini, iPad Air, iPad Pro, MacBook Neo, MacBook Air, MacBook Pro, iMac, Mac mini, both Mac Studio configurations, and Vision Pro. The iPhone, AirPods, Studio Display, and accessories such as the Apple Pencil were seemingly the only product lines left untouched.

No Apple product carries more baggage around its price tag than Vision Pro. The headset launched in February 2024 at $3,499 for the base 256GB configuration, a figure that was widely flagged at the time as a major barrier to mainstream adoption. Today's increase pushes the entry price to $3,699, with the 512GB and 1TB configurations similarly rising in step to $3,899 and $4,199.

A product like the ‌MacBook Air‌ going up by $200 is naturally an unwelcome change for consumers, but it's a shift on a product with an enormous addressable market. The Vision Pro was already priced roughly seven times higher than Meta's $499.99 Quest 3, and reviewers and analysts have repeatedly pointed to that gap as the headset's defining weakness. the Vision Pro's share of the XR market is estimated to be around 5%, against roughly 75% for ‌Meta‌, a split that reflects just how badly the price has limited Vision Pro's reach relative to its technical ambitions.

When the company refreshed Vision Pro with an M5 chip and a new Dual Knit Band in October 2025, it kept the $3,499 starting price exactly where it was.

The increase is tied to a broader cost problem for the technology industry. Apple CEO Tim Cook told The Wall Street Journal last week that price increases across Apple's lineup had become "unavoidable" because of the soaring cost of memory and storage chips.
This article, "Apple Vision Pro Just Got Even More Expensive" first appeared on MacRumors.com

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Apple today dramatically increased device prices across multiple product lines.


After temporarily taking it down earlier today, Apple's online store is back up with a series of product price increases. The changes are as follows:

• HomePod mini: $129, up from $99 (+$30)


• HomePod: $349, up from $299 (+$50)


• Apple TV: $199, up from $129 (+$70)


• iPad: $449, up from $349 (+$100)


• iPad mini: $599, up from $499 (+$100)


• iPad Air: $749, up from $599 (+$150)


• iPad Pro: $1,199, up from $999 (+$200)


• MacBook Neo: $699, up from $599 (+$100)


• MacBook Air: $1,299, up from $1,099 (+$200)


• MacBook Pro: $1,999 up from $1,699 (+$300)


• iMac: $1,499, up from $1,299 (+$200)


• Mac mini (M4 Pro): $1,599, up from $1,399 (+$200)


• Mac Studio (M4 Max): $2,499, up from $1,999 (+$500)


• Mac Studio (M3 Ultra): $5,299, up from $3,999 (+$1,300)


• Vision Pro: $3,699, up from $3,499 (+$200)

The average price increase is $246.67. The iPhone, Apple Watch, AirPods, Studio Display, and accessories such as the Apple Pencil are seemingly the only unaffected product lines.

It is also of note that the 256GB Mac mini is now available again, but for $799. This is a $200 increase over when it was available before temporarily disappearing from the lineup earlier this year.

Last week, Apple announced that it was preparing to raise prices across its product lineup, with CEO Tim Cook confirming that that the move was inevitable. Cook made the announcement in an interview with The Wall Street Journal, citing the soaring cost of memory and storage chips. "Unfortunately, price increases are unavoidable," he said. "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." Cook described the scale of the memory shortage as a "hundred-year flood," adding, "I've never seen anything like it in any area in over 40 years."

Apple has historically absorbed component cost swings rather than passing them on to customers, so this marks a notable shift in approach.
This article, "Apple Just Increased Prices on MacBooks, iPads, and More" first appeared on MacRumors.com

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Apple's online store has gone down with the message "We'll be right back," for reasons that are currently unclear.


The change could be due to the launch of Apple's 2026 "Back to School" program, impending price increases, or the launch of new devices.

Apple's annual Back to School promotion for the U.S. and Canada is widely expected to launch any day now, since it still hasn't gone live despite the keynote-driven pattern Apple has followed in recent years. In three of the last five years, the sale has started 8 to 10 days after the WWDC keynote, and with the 2026 keynote held on June 8, that would have pointed to a start the week of June 15, a date that's now passed, making it seemingly overdue.

Apple has typically offered free AirPods or Beats headphones, gift cards, or other accessories with qualifying Mac and iPad purchases, with offers in North America and Europe usually launching in the June to July timeframe, and last year's U.S. version ran a free AirPods 4 with Active Noise Cancellation offer worth $179 through the end of September.

Apple could raise device prices any day now because the signals have moved from speculative to nearly confirmed in the past week. Apple CEO Tim Cook told The Wall Street Journal that price increases are "unavoidable" due to memory and storage costs, saying Apple is no longer able to absorb the increases and will need to pass some of the cost on to consumers.

Bloomberg's Mark Gurman believes the timing of Cook's comments indicates price hikes are "imminent" and has linked them to Apple's Back to School sale, theorizing Apple may bundle the two together as a "buffer," with Gurman noting the increases are "not a fall thing."

Apple regularly takes its online store offline to quietly swap in new pricing, new product pages, and back-end configurator changes. This typically happens when Apple is about to launch new products or kick off a promotional campaign, so whatever they are, changes to the store are almost certainly imminent.
This article, "Apple's Online Store Is Down" first appeared on MacRumors.com

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