Apple has put Mac prices up: what it means for your Mac
25 October 2026 · Mac news
Apple put up the prices of many Macs and iPads on 25 June 2026. Apple's reason is the worldwide shortage of memory chips. If your Mac has a fault, that makes repairing, upgrading or trading it in better value than ever.
What Apple said
A week before the rises, Apple's chief executive Tim Cook told The Wall Street Journal that "price increases are unavoidable", because memory makers were "passing along huge price increases". When the new prices arrived, Apple said that the rapid expansion of AI data centres "has created an extraordinary surge in demand for memory and storage".
What went up
In the UK, the entry-level MacBook Neo went from £599 to £699. MacBook Air, MacBook Pro, Mac mini, Mac Studio, iPad Air and iPad Pro prices also rose. In the US, Apple's new prices included:
- MacBook Air with 512GB: $1,099 to $1,299
- MacBook Pro with 1TB: $1,699 to $1,999
- iPad Air 128GB: $599 to $749
- iPad Pro 256GB (Wi-Fi): $999 to $1,199
On most current Macs, the memory and storage are built into the main board, so the amount you choose when you buy is what you keep. Those are exactly the parts that have become so much more expensive.
What it means for your Mac
- Repair is often the better buy. We repair Mac laptops and desktops at chip level, so a logic board fault doesn't have to mean a new Mac. We keep parts in stock, and many repairs are done while you wait.
- Upgrade an older Mac. Many older Macs can take a new SSD, which can make them feel much quicker.
- Trade it in. If it really is time for a new Mac, you can trade in your old one with us and save on the cost.
- Keep your files safe. If your Mac won't start, your data can usually still be recovered. We offer a free assessment to see what can be recovered.
We're open 9am to 6pm, Monday to Saturday, at 80 Willow Walk near London Bridge. We collect by bike in London and by courier from anywhere in the UK.
Sources
- 9to5Mac, 17 June 2026: Apple confirms price increases are coming due to RAM shortage
- PBS NewsHour, 26 June 2026: Apple increases prices for Macs and iPads, blaming memory chip shortage fueled by AI
- Gadget Scout, July 2026: Apple UK Mac and iPad prices rise
Get a quote
Call 020 7394 2525, or fill in the enquiry form. Bring your Mac to 80 Willow Walk, London SE1 5SY, or use our bike and courier collection. We are open 9am to 6pm, Monday to Saturday.