Apple MacBook and iPad Price Increase 2026: What European Businesses Need to Know
Apple's MacBook and iPad price increase in 2026 landed yesterday, and it is bigger than most people expected. On June 25, Apple updated its global online store with price rises across its entire Mac and iPad lineup, effective immediately. For European businesses, resellers, and IT buyers, this is not a minor adjustment. Some models went up by €400 overnight. This article covers exactly what changed, why it happened, what comes next, and what European B2B buyers should do now.
Key takeaways
- Apple raised MacBook and iPad prices by €100 to €400 on June 25, 2026, with immediate effect globally
- The cause is a global memory and storage chip shortage driven by AI data centre expansion, widely referred to as "RAMageddon"
- iPhone, Apple Watch, and AirPods are not affected yet, but analysts expect iPhone price increases at the iPhone 18 launch in autumn 2026
- Gartner forecasts no meaningful relief until late 2027, making this a multi-year market shift rather than a short-term spike
- For European resellers and businesses, the gap between new and certified pre-owned Apple devices just widened significantly overnight
What the Apple price increase in 2026 means for Europe
Apple's price increases hit Europe hard. While US prices were significant, European buyers in some cases saw even steeper rises in euro terms. Here is a full breakdown of the new pricing across affected products in Europe:
| Product | Old price (EUR) | New price (EUR) | Increase |
|---|---|---|---|
| MacBook Neo (entry) | €699 | €799 | +€100 (+14%) |
| MacBook Air (entry) | €1,199 | €1,399 | +€200 (+17%) |
| MacBook Pro 14" | €1,899 | €2,199 | +€300 (+16%) |
| MacBook Pro 16" | €2,999 | €3,399 | +€400 (+13%) |
| iPad Air (entry) | €599 | €749 | +€150 (+25%) |
| iPad Pro (entry) | €1,099 | €1,299 | +€200 (+18%) |
| Apple TV 4K (128GB) | €189 | €299 | +€110 (+58%) |
Importantly, iPhone, Apple Watch, and AirPods are not affected by the 2026 Apple price increase for now. However, the word "for now" is doing a lot of work in that sentence, and we will come back to it shortly.
Why Apple raised prices in 2026
The 2026 Apple price increase has one root cause: the AI boom is consuming the world's memory supply and there is not enough left for everything else.
Specifically, the rapid expansion of AI data centres worldwide has created extraordinary demand for DRAM and NAND flash storage, the same components that go into every MacBook and iPad. Companies like Nvidia and Microsoft are signing long-term deals with memory manufacturers, locking up production capacity that would otherwise go toward consumer electronics. As a result, every hardware manufacturer is facing the same supply squeeze simultaneously.
In terms of scale, DRAM prices rose roughly 98% in the first quarter of 2026 alone. Furthermore, industry tracker TrendForce expects a further jump of 58 to 63% in the current quarter. Some analysts have started calling it "RAMageddon." Apple CEO Tim Cook described the situation as unprecedented: "I have never seen anything like it in any area in over 40 years."
Why Apple held out longer than its competitors
To understand how serious this is, it helps to know that Apple held out longer than most manufacturers. Its scale and long-term supply contracts gave it considerably more cushion than Dell, Lenovo, and HP, all of which raised prices earlier in 2026. However, even Apple's cushion has limits. The company stated that it had "shielded customers from these increases so far, but has now reached a point where it needs to begin raising prices." Notably, the phrase "begin raising prices" strongly implies there is more to come.
The iPhone price increase: when and how much?
The 2026 Apple price increase does not yet include the iPhone. However, analysts are unanimous that it is coming.
For example, Nabila Popal, senior director at International Data Corporation, said immediately after the announcement: "iPhone price increases are surely coming. The storm is not over yet. This is just the beginning. iPhones are the biggest revenue driver for Apple, so they are saving that announcement for later."
In addition, research from JP Morgan, published before the announcement, suggested the iPhone 18 Pro could see a price rise of $50 to $100 at launch in September 2026. That would consequently make it the most expensive iPhone Apple has ever sold at launch. Meanwhile, Counterpoint Research estimates the higher cost of components could add roughly $200 per iPhone for Apple internally, suggesting the company will absorb some of the increase rather than pass it all on to consumers.
Therefore, for resellers and businesses planning iPhone purchases for the second half of 2026, this is important context. The safe planning assumption is a meaningful price increase on new iPhones in autumn.
How long will the Apple price increase last?
This is the question every procurement team and reseller is asking right now. The honest answer is: longer than most people hope.
Specifically, Gartner forecasts a combined 130% surge in DRAM and SSD prices by the end of 2026 and does not expect meaningful relief until late 2027. Similarly, IDC points to the same timeline, noting that new memory factory capacity is only expected to come online in 2027 and 2028. In short, the memory shortage driving the 2026 Apple price increase is structural, not temporary. As a result, waiting it out is not a realistic strategy for businesses that need to make device purchasing decisions in the next 12 months.
What this means for European businesses and resellers
The 2026 Apple price increase lands differently depending on how you interact with Apple hardware. Here is what it means for each type of buyer:
- If you buy Apple devices for your team: your per-device budget just increased by €100 to €400 per unit overnight. For example, a team of 50 people each receiving a new MacBook Air represents approximately €10,000 more than it would have cost last week. For larger organisations, the impact is proportionally larger. As a result, it is worth building a 15 to 20% contingency into any device budget you are planning for the next 12 months. Gartner's forecasts suggest current prices are not the ceiling.
- If you are a reseller of Apple hardware: the gap between new and certified pre-owned Apple devices just got significantly wider. Consequently, a MacBook Air in excellent pre-owned condition at a wholesale price represents a far more compelling value proposition to your customers than it did a week ago. The same is true for iPads. Buyers who were previously on the fence about pre-owned will be having a different conversation now.
- If you are an IT distributor: expect increased inbound interest in used and refurbished Apple stock from your retail and corporate customers. Overall, the 2026 Apple price increase is a market shift, not a blip. Distributors who can reliably source certified pre-owned Mac and iPad inventory at scale are therefore well positioned for the next 12 to 18 months.
Should you buy now before prices rise further?
For new devices, some retailers were still selling at old prices as of yesterday. However, that window is closing quickly as stock at previous pricing sells through. If you have an order pending at old prices, confirm it now.
For pre-owned devices, prices on certified used MacBooks and iPads have not yet adjusted to reflect the new landscape. That window will also close as the market catches up. In the meantime, buyers who move quickly will get the best value.
This is not just Apple
It is worth putting the 2026 Apple price increase in broader context. Dell, Lenovo, HP, and Microsoft all raised prices on their own products earlier this year. Moreover, yesterday Microsoft announced it would raise Xbox console prices starting August 2026, citing the same memory shortage. In practice, there is no switching-brands-to-avoid-it move available. The constraint sits upstream of every manufacturer.
For European businesses running mixed fleets of Apple and Windows devices, both sides of the fleet have consequently repriced upward. In that case, the only meaningful hedge is sourcing certified pre-owned hardware from trusted suppliers rather than buying new at inflated prices.
Frequently asked questions about the Apple price increase in 2026
Which Apple products increased in price in 2026?
MacBook Neo, MacBook Air, MacBook Pro, iPad Air, iPad Pro, Mac mini, Apple TV 4K, HomePod, and Mac Studio all saw price increases on June 25, 2026. However, iPhone, Apple Watch, and AirPods were not affected in this round of increases.
Why did Apple raise prices in 2026?
Apple cited soaring memory and storage chip costs driven by the rapid expansion of AI data centres worldwide. Specifically, DRAM prices rose roughly 98% in Q1 2026 and are expected to rise a further 58 to 63% in Q2. Apple CEO Tim Cook described the situation as unprecedented in over 40 years.
Will iPhone prices increase in 2026?
Not yet, but analysts widely expect iPhone price increases when the iPhone 18 launches in autumn 2026. Furthermore, JP Morgan research suggests a rise of $50 to $100 on Pro models.
How much did MacBook prices increase in Europe?
MacBook Neo went up by €100 to €799, MacBook Air by €200 to €1,399, MacBook Pro 14" by €300 to €2,199, and MacBook Pro 16" by €400 to €3,399.
How long will Apple's higher prices last?
Gartner forecasts no meaningful relief until late 2027. Similarly, IDC points to the same timeline. New memory factory capacity is not expected to come online until 2027 and 2028.
Is now a good time to buy a used MacBook or iPad?
With new prices significantly higher, certified pre-owned Apple devices represent considerably better value than before the 2026 price increase. Moreover, pre-owned prices have not yet adjusted to reflect the new landscape, making this a logical moment to consider the pre-owned market for business device purchases.
At Refreshed Apples we supply certified pre-owned MacBooks and iPads to B2B buyers across Europe. Every device is Phonecheck-certified, graded to a published standard, MDM-free, and covered by a minimum 30-day warranty. If you want to stay close to available stock and pricing as the market evolves, join our WhatsApp daily stock group or contact us at info@refreshedapples.com.