Tim Cook warned just within the last week that due to pressures on memory and storage supply some prices would rise – and today, that’s happened.

Across a range of Apple products there’s some pretty significant price jumps you might notice.

Interestingly, not all products and none of the iPhones – perhaps that will come with the next launch in September.

EFTM had a look at a few models, and most notable to us was the MacBook Neo – a phenomenal entry-level Mac Laptop that launched just months ago at $899 has jumped to $1,049. The version with 512GB of storage and TouchID was $999 and is now $1,249.

Apple’s 13-inch MacBook Air jumps from $1,799 to $2,099 and the 15 inch model to $2,499 from $2,199.

IPad too has been hit. The latest iPad Air jumps to $1,249 from $999, while the 13 inch model is now $1,599 from $1,349.

An Apple spokesperson said “The consumer electronics industry is facing an unprecedented challenge. The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage. We have never seen a component price increase this much, this quickly. We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for iPad and Mac. We know this is not welcome news, and we are working tirelessly to find solutions.”

All eyes will be on the prices of the upcoming iPhone 18 Pro models and much anticipated foldable predicted to be launched in September.