Apple raises Mac and iPad prices, spares iPhone for now

Apple increased prices for its MacBook Air, MacBook Pro, iPad Air, and iPad Pro models this week, marking the first price hike for these product lines in several years. The MacBook Air saw a $100 increase, bringing its starting price to $1,099, while the MacBook Pro models experienced a $200 price jump, with the 14-inch starting at $1,799 and the 16-inch at $2,199. iPad Air and iPad Pro devices also received a $50 price increase, with the iPad Air now starting at $599 and the iPad Pro at $799. These adjustments follow Apple's recent Worldwide Developers Conference (WWDC) where the company unveiled new AI features, branded as Apple Intelligence, integrated across its operating systems. Despite the price increases on Macs and iPads, Apple has maintained the pricing for its iPhone lineup, a strategy that analysts suggest aims to preserve iPhone sales momentum amidst increasing competition. The company's decision to absorb costs on iPhones may be a strategic move to retain market share in its most profitable segment, while passing on increased component and manufacturing costs for its other hardware. This pricing strategy could influence consumer purchasing decisions for the upcoming holiday season and beyond.