If you’ve been eyeing a new MacBook or iPad, you might want to brace yourself—Apple has officially raised prices on several of its products worldwide. In the Philippines, the price increase on Apple’s website took effect last Thursday, June 25.

We can’t exactly pretend to be surprised. Apple CEO Tim Cook told the Wall Street Journal on June 17 that there would be a price hike: “Unfortunately, price increases are unavoidable. We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable,” he said.

The only surprising thing here is how quickly that increase took effect. But why exactly is Apple bumping prices across the board? And will the iPhone be next?

Which Apple products are getting more expensive?

The increase covers nearly every Mac and iPad currently in Apple’s lineup, along with a handful of home entertainment products. Here’s how much you’ll now be paying for these devices:

Depending on the product, prices have increased by anywhere from PHP 10,000 to PHP 55,000 in the Philippines, with higher-end Mac Studio configurations seeing the biggest jump.

Why is Apple raising prices?

The price hike comes as Apple cites soaring costs of memory and storage chips, largely driven by the AI boom. The culprit is the sharp rise in prices for memory and storage chips.

AI companies building massive data centers have dramatically increased demand for these components, making them more expensive for consumer electronics manufacturers to source. Apple says it has absorbed the higher costs for as long as possible, but can no longer do so.

Is the iPhone getting more expensive, too?

For now, no. Current iPhone models—including the latest lineup—have not received a price increase. Apple has also kept prices unchanged for the Apple Watch, AirPods, and Apple Pencil.

That said, analysts aren’t convinced the iPhone will stay untouched for long. Several industry watchers believe Apple is protecting iPhone pricing for now because the smartphone remains its biggest revenue driver. But if memory chip costs continue climbing, future iPhones—including the next-generation models expected to be launched this September—could eventually become more expensive.

Should you wait or buy now?

If you’re planning to purchase a Mac or iPad, waiting probably won’t save you money. At least not when you buy directly from Apple. Authorized Apple resellers in the Philippines (such as Power Mac Center) that still have inventory may be offering limited-time discounts. But it’s safe to assume the new pricing will soon become the market standard.

If you’re after an iPhone, don’t panic either. Current models remain at their existing prices. However, be prepared for an increase in prices by the end of the year. In fact, an analysis by the Wall Street Journal suggests the iPhone 18 Pro could see a USD 200 price hike, bringing the total cost to about USD 1,299 or approximately PHP 79,420.86.

What can you say about the Apple price increase?

Check us out on Facebook, Instagram, X, TikTok, and YouTube, to be the first to know about the latest news and coolest trends!