Apple Holds Prices on iPhones, Watches, and AirPods Amid Broader Increases
Apple is still maintaining the prices of its main products like the iPhone, Apple Watch, and AirPods, even though the company has raised prices on several other product lines due to component cost pressures and a global memory shortage.
Price increases have been applied to a number of Mac and iPad products, including the Mac Studio M3 Ultra, which saw a price hike of up to 1,300 US dollars, and the MacBook Neo, whose price rose by 100 US dollars.
However, Apple has not yet changed the prices of iPhones currently sold through the Apple Store. All models, from the iPhone 16 to the iPhone 17 Pro Max, are still being sold at their original prices. The most affordable model, the iPhone 17e, also remains priced starting at 599 US dollars.
The Apple Watch SE 3 is still marketed starting at 249 US dollars, while the Apple Watch Hermès Ultra 3 is sold starting at 1,399 US dollars. The AirPods line has also not been affected by the price increases, with AirPods 4 still offered at 129 US dollars. Additionally, several accessories such as the Studio Display, AirTag, and other Apple computer support devices are also maintaining their previous prices.
Apple recently updated its MacBook and iPad lines earlier this year with the launch of several new models, including the MacBook Neo, MacBook Air with the M5 chip, MacBook Pro M5 Pro and M5 Max, and the iPad Air M4.
The company is also expected to introduce the next generation of iPhone and Apple Watch at its annual event, typically held in the autumn in the United States. Research firm TechInsights even estimates that the price of the iPhone 18 Pro could rise by up to 270 US dollars compared to the previous generation so that Apple can maintain its profit margins amidst increasing component costs. Various rumours also suggest the Apple Watch Series 12 and Apple Watch Ultra 4 will feature new sensors and features that could potentially drive price increases.
Despite this, CEO Tim Cook affirmed that Apple has been trying to hold back price increases to avoid burdening consumers. “We have tried to protect customers from cost increases, but the situation is now becoming unsustainable,” Cook said.