Daring Fireball
Apple Is Going to Raise Device Prices — but When?
https://daringfireball.net/linked/2026/06/22/apple-device-prices-when
Apple Is Going to Raise Device Prices — but When?

Link to: https://x.com/markgurman/status/2067741507273289766

Daring Fireball
Jun 22 at 8:12pmDF Tootbot
Show threadTodd Heberlein (social)18h ago

@daringfireball IMHO, Apple should increase prices soon, so when the new models come out in the fall, the new prices won't pull attention away from the new devices.

If Apple is going to ship M5 iMac, Mac mini, and Mac Studio before a fall event, releasing them soon along with the price increase across the board might be a good tactic.

Show threadDelric15h ago
@daringfireball global RAM shortages aren’t really unprecedented. this story has played out before. i worked PC retail in HS during the ‘90s and remember the same story.
Show threadLeon Cowle13h ago
@daringfireball I think a big reason is for Cook to eat the shit sandwich on this, so my prediction would be *before* Ternus takes over (and therefore before the Fall). So that Ternus doesn’t start his tenure off on a negative foot.
Show threadra-φ8h ago
@daringfireball I think the biggest stain on Tim Cook’s legacy, a guy who, in 2009, said “We believe that we need to own and control the primary technologies behind the products that we make […]”, will be that he didn’t consider hardware internals to be one of Apple’s primary technologies that needed owning and instead relied on outsourcing their manufacturing. Apple with its high profit margins could have transitioned to building all of its hardware, including RAM and chips years ago.