Apple Raises Hardware and Subscription Prices Globally

Between June and July 2026, Apple Inc. implemented a series of price increases across its hardware, services, and subscription portfolios. The company first raised prices for Mac and iPad lineups, including the MacBook Neo and MacBook Air, starting June 25. CEO Tim Cook attributed these hardware hikes to unprecedented memory and storage component costs driven by the high-bandwidth memory demands of AI data centers.

On July 17 and 18, the company increased prices for iPhones, Apple Watches, and AirPods specifically in the Japanese market. These adjustments, which saw iPhone 17 prices rise by up to 11%, were driven by the historic weakness of the Japanese yen, which reached its lowest level in 40 years. The flagship iPhone 17 Pro Max saw a 20,000 yen increase, pushing its price above 210,000 yen.

Simultaneously, Apple raised subscription fees for Apple Music and the Apple One bundle across the United States, United Kingdom, and Europe. In the U.S., the Apple Music Individual plan rose to $11.99, while the Apple One Family and Premier bundles increased by $2. Apple cited rising licensing costs as the reason for these changes. Additionally, new AppleCare+ plans for Macs and iPads increased by $5 per year.