Apple Raises Mac and iPad Prices in Japan, iPhone Unchanged for Now
The price hike on Macs and iPads, while sparing the iPhone for now, signals that Apple is beginning to pass on component cost increases, and the iPhone is expected to follow soon, making this a precursor to broader consumer price increases.
Key Facts
- On June 25, 2026, Apple raised prices on Mac and iPad models in Japan by 20% to 30%, with the 13-inch MacBook Air rising from 184,800 yen to 224,800 yen.
- The iPhone, Apple Watch, AirPods, and AirTag were not included in the price revision.
- CEO Tim Cook told the Wall Street Journal on June 17 that price increases were unavoidable due to soaring memory and storage costs driven by AI data center demand.
- Third-party retailers Yodobashi and Amazon had already raised prices on some iPhone models in mid-June, suggesting wholesale prices had changed.
- Bloomberg's Mark Gurman predicted an iPhone price hike is imminent and could coincide with Apple's annual Back to School Sale.
Reporting from 4 sources: Denfaminicogamer, ASCII.jp, GameBusiness.jp, GIGAZINE.
On June 25, 2026, Apple implemented a significant price revision across its Mac and iPad lines in Japan, with increases ranging from 20% to 30% on base models. The 13-inch MacBook Air rose from 184,800 yen to 224,800 yen, the 11-inch iPad Air from 98,800 yen to 129,800 yen, and the Mac Studio jumped 91,000 yen to 419,800 yen. The iPhone, Apple Watch, AirPods, and AirTag were not included in this revision. However, CEO Tim Cook had told the Wall Street Journal on June 17 that price increases were unavoidable due to soaring memory and storage costs driven by AI data center demand. Third-party retailers such as Yodobashi and Amazon had already raised prices on some iPhone models in mid-June, suggesting wholesale prices had changed. Bloomberg's Mark Gurman predicted that an iPhone price hike is imminent and could coincide with Apple's annual Back to School Sale. The weak yen compounded the impact, with Japanese prices rising more than the $100 US increase on the MacBook Neo. Apple stated it had absorbed rising costs until now but could no longer do so.
The price revision affected nearly every Mac and iPad model. The MacBook Neo, launched in March 2026 at 99,800 yen, now starts at 119,800 yen. The 14-inch MacBook Pro went from 279,800 yen to 339,800 yen, and the 16-inch model from 449,800 yen to 519,800 yen. Customization costs also rose: upgrading a MacBook Air from 512GB to 1TB SSD jumped from 30,000 yen to 54,000 yen. Among iPads, the standard iPad rose 16,000 yen to 74,800 yen, and the iPad mini from 78,800 yen to 99,800 yen. The Apple Vision Pro increased 50,000 yen to 649,800 yen. HomePod and Apple TV prices also rose significantly. Apple attributed the increases to a global surge in memory and storage demand from AI and cloud companies, which CEO Tim Cook described as a 'once-in-a-century flood.' The weak yen added to the burden: the MacBook Neo's US price rose only $100, but the Japanese price jumped 20,000 yen. While the iPhone was excluded this time, Cook's earlier statement and third-party price moves indicate a future revision is likely. Apple said it is working to find solutions beyond price increases but did not elaborate.
Synthesized by Yomimono from the 4 cited sources below, including Japanese-language reporting where cited, then editorially reviewed before publishing.
Sources
- Denfaminicogamer Apple製品が大幅値上げ。MacやiPadシリーズを中心に20％〜30％の価格改定を実施。iPhoneやApple Watch、AirPodsは対象外に
- ASCII.jp MacBook Neoが2万円、Airも4万円の値上げ 価格上昇＋円安適用のダブル直撃 なお、今回はiPhoneは改定なし
- GameBusiness.jp Apple製品が一斉値上げ、iPadやMacほか20～75%上昇 iPhoneやWatchは含まず
- GIGAZINE AppleがMacやiPadなどを一斉値上げ、MacBook Airは4万円アップでもiPhoneとApple Watchは価格キープ