00:00Apple is officially raising prices across almost its entire hardware lineup, including the Mac,
00:06iPad, HomePod, Apple TV, and the Vision Pro. The culprit, an unprecedented global shortage
00:12of memory chips and storage. The company says booming demand from AI data centers has sent
00:18memory and storage prices soaring, forcing it to pass some of those costs on to customers
00:23after months of absorbing the increases. Here's what that looks like for some of Apple's best
00:28known products. The MacBook Neo, Apple's newest laptop, now starts at $699 instead of $599,
00:36a $100 or nearly 17% increase. The MacBook Air jumps by $200 to $1,299, while the entry-level
00:4414-inch MacBook Pro rises by $300 to $1,999. On the iPad side, the 11-inch iPad Pro climbs
00:53to $1,199
00:54from $999, a 20% increase, while the iPad Air sees the biggest percentage hike, rising 25%
01:01to $749 from $599. Notably, iPhone, Apple Watch, and AirPod prices were left unchanged. Apple says
01:09it's never seen a component price increase this much this quickly. The company says it shielded
01:15customers from higher costs for as long as it could before making today's global price increases.
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