Apple Raises Prices on Some Products by $500

Summary

Bloomberg's Mark Gurman details Apple's unprecedented price increases on Macs, iPads, and other devices by up to $500, driven by memory chip shortages. He notes the hikes should boost revenue without harming margins, as Apple had been a laggard in raising prices and consumers are prepared for tech price inflation, making political backlash unlikely.

• Apple raises prices on Macs, iPads, Apple TV, HomePod, and Vision Pro by up to $500.
• The move is described as unprecedented, with no prior broad price increase under Gurman's 15-year coverage.
• Price hikes are attributed to memory chip and storage shortages related to AI demand.
• Gurman says revenue should rise and profits likely stay in line given the price increases.
• Apple had been a laggard among device makers in raising prices, which may soften consumer impact.
• The price changes hit during back-to-school season, a key purchasing period.
• The host notes device makers' stocks fell sharply, with Dell down 9.5%.
• Gurman dismisses political risk, saying consumers anticipated the price increases.