Apple has implemented significant price increases across the majority of its product lineup, driven by rising costs for RAM and storage due to the ongoing AI boom. However, three key product families have been completely spared from these hikes: the iPhone, Apple Watch, and AirPods. Here is a detailed breakdown of which models remain at their previous prices and why Apple may have taken this selective approach.
According to Apple CEO Tim Cook, the price adjustments were “unavoidable” because of the current AI-driven constraints on memory and storage components. The company had warned about this development for weeks, and the increases went into effect today. Almost every Mac, iPad, Home product, and the Apple Vision Pro now carry higher price tags. But customers shopping for a new smartphone, smartwatch, or wireless earbuds will find no change in pricing.
The iPhone lineup that avoided increases includes seven models: the iPhone 18 Pro Max, iPhone 18 Pro, iPhone 18, iPhone 18 Plus, iPhone 17 Pro Max, iPhone 17, and iPhone SE (5th generation). In the Apple Watch family, three models remain unchanged: the Apple Watch Ultra 4, Apple Watch Series 10, and Apple Watch SE (3rd generation). AirPods buyers can still purchase the AirPods Pro 3, AirPods 4, AirPods 4 with Active Noise Cancellation, and AirPods Max 2 at their original prices. Additionally, all Apple accessories, such as cases, chargers, and watch bands, were reportedly not affected by the price increase.
This decision leaves consumers with a clear path to purchase Apple’s most popular devices without paying extra. However, the reprieve may be temporary. Apple is expected to hold its annual September event, where it typically unveils next-generation iPhones, Apple Watches, and AirPods. At that point, prices for the new models could be set higher, reflecting the same component cost pressures that forced increases on other product lines today.
Why Were These Product Lines Spared?
Several factors may explain Apple’s decision to shield its three biggest revenue drivers from the price surge. First, the timing is strategic. Historically, Apple has avoided raising prices on existing hardware in the months leading up to a major launch. Doing so would risk alienating customers who might otherwise wait for new models. By keeping prices steady now, Apple ensures that current inventory moves without friction, and it can then introduce higher price points on the refreshed hardware in September.
Second, competitive pressure is intense in each of these categories. The smartphone market, especially at the premium end, is crowded with strong offerings from Samsung, Google, and OnePlus. A sudden price increase on the iPhone could push fence-sitters toward Android alternatives. Similarly, the smartwatch segment has seen rapid innovation from Samsung’s Galaxy Watch series and Google’s Pixel Watch. AirPods face stiff competition from Sony, Bose, and a host of true wireless earbuds with strong noise cancellation and features at lower prices. Raising prices now could weaken Apple’s market share in these critical segments.
Third, Apple may be leveraging its enormous cash reserves to absorb the increased component costs on these product lines, viewing them as loss leaders that drive ecosystem lock-in. The iPhone, in particular, is the gateway to Apple’s services, including Apple Music, iCloud, Apple Pay, and the App Store. Keeping the entry price stable ensures a steady flow of new users into the ecosystem, which generates recurring revenue far beyond the initial hardware sale. Apple Watch and AirPods similarly reinforce loyalty to the Apple ecosystem, making customers less likely to switch to rival platforms.
Products That Did See Price Increases
In contrast, the majority of Apple’s other hardware lines received price hikes effective immediately. All Mac models—including the MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, and Mac Pro—saw increases ranging from $50 to $200 depending on configuration. The iPad lineup, from the entry-level iPad to the iPad Pro, also jumped by $50 to $150. HomePod and HomePod mini became more expensive by $20 and $10 respectively. The Apple Vision Pro, which launched at $3,499, now carries a $3,699 price tag—a $200 increase.
These products are less critical to Apple’s core ecosystem compared to the iPhone, and their target audiences may be less price-sensitive. Professional Mac users, for example, often rely on their machines for work and may be willing to pay more for the latest performance. Similarly, the iPad Pro is a niche device for creative professionals and power users. The HomePod and Vision Pro are lower-volume products where higher margins can help offset component costs. Apple likely judged that the risk of losing customers on these lines was smaller than the risk of upsetting iPhone buyers.
Historical Context of Apple’s Pricing Strategy
Apple has a long history of selective price adjustments. In 2022, the iPhone 14 series saw varying price increases outside the United States due to currency fluctuations, while US prices remained stable. In 2023, the iPhone 15 Pro models received a $100 price bump in the US, marking the first increase for a Pro model in several years. However, the current round of increases is broader in scope than any previous event, affecting almost every product category simultaneously.
The catalyst this time is specifically tied to the artificial intelligence revolution. AI processing requires massive amounts of high-bandwidth memory (HBM) and fast NAND storage, and demand from data centers is absorbing a growing share of global supply. Apple’s custom M-series and A-series chips also rely on advanced packaging technologies, which have become more expensive as foundries invest in cutting-edge nodes. While Apple designs its own chips, it still must purchase DRAM and NAND from suppliers, and those costs have risen sharply. The company’s gross margins have been under pressure, and the price increases are intended to protect profitability.
Despite the broader increases, Apple’s latest earnings report showed strong services revenue and a resilient premium customer base. The company may believe that its most loyal users will accept higher prices on Macs and iPads, but that iPhone users are more sensitive to even small price changes given the intense competition in the smartphone market.
What This Means for Consumers
For anyone in the market for a new iPhone, Apple Watch, or AirPods, current prices represent a good deal. The iPhone 18 series, for instance, features the A19 chip, improved camera systems with periscope zoom, and longer battery life. Apple Watch Ultra 4 offers a rugged design, a larger always-on display, and up to 72 hours of battery life with low power settings. AirPods Pro 3 now include the H3 chip with adaptive transparency, improved noise cancellation, and a slightly longer battery life. All of these remain at their pre-increase prices, making them attractive buys.
However, the window of opportunity may be limited. Once the September event concludes, Apple will likely update its pricing structure. Even if the new models launch at the same prices as the current ones, the older models will be discontinued or discounted, leaving only the higher-priced new ones. Consumers who act now can lock in the lower prices on current-generation hardware, or wait and see if the next generation brings enough improvements to justify any potential price increase.
Industry analysts are divided on whether Apple will indeed raise iPhone prices in September. Some argue that the company cannot afford to alienate its most important customer base, especially as smartphone sales slow globally. Others point out that the iPhone’s average selling price has risen steadily over the past few years, and that Apple has successfully trained consumers to accept higher price points for Pro models. A similar logic applies to Apple Watch and AirPods, where premium models already command high prices.
Future Outlook
The underlying component cost pressures are not expected to ease soon. The AI boom shows no signs of slowing, and demand for memory and storage from data centers will likely remain strong throughout 2026 and into 2027. Apple may need to adjust prices again in the future, and the current reprieve for iPhone, Apple Watch, and AirPods might be a one-time event. The company’s supply chain partners are already signaling that RAM and NAND prices could rise further in the second half of the year.
Apple’s decision to shield its three best-selling product lines from today’s increases is a calculated move that balances short-term sales momentum with long-term ecosystem health. Whether it will work remains to be seen, but for now, consumers who want an iPhone, Apple Watch, or AirPods can buy without paying extra. Those looking for a Mac, iPad, or HomePod will have to dig deeper into their wallets.
Industry observers will be watching September closely. If Apple introduces new iPhones with higher starting prices, it could set a new baseline for the smartphone market. If it holds the line, that would signal that even Apple believes there is a ceiling to how much consumers will pay. Either way, the current period of stable pricing on the most popular Apple devices is unlikely to last forever.
Source: 9to5Mac News