Bloomberg’s Mark Gurman believes Apple’s recent price increases are here to stay, pushing back against suggestions that the company could return to its previous pricing once memory component costs stabilize.
In a post on X, Gurman responded to speculation that Apple may eventually roll back its latest price increases after the current memory supply situation improves, calling the idea “the most wild take” he has seen.
“The most wild take I’ve seen on the Apple price increases is that Apple is going to roll back to old pricing once the memory situation is resolved,” Gurman wrote. “Not in a million years. Maybe prices of certain configuration upgrades but this is almost certainly the new normal.”
Apple recently increased prices across much of its Mac lineup, with products including the MacBook Neo, MacBook Air, MacBook Pro, iMac, Mac Studio, and iPad all becoming more expensive. Apple CEO Tim Cook said earlier this month that rising memory and storage costs had reached a point where the company could no longer absorb the increases, describing price hikes as “unavoidable.”
Gurman’s comments suggest customers hoping the higher prices are only temporary may be disappointed. While component costs could eventually fall, he believes Apple is unlikely to reduce the base prices of its devices once customers have become accustomed to paying more.
That could also have implications for Apple’s upcoming iPhone lineup. With the iPhone 18 family expected to launch this September, analysts and industry watchers have increasingly suggested that higher component costs could contribute to price increases across Apple’s flagship smartphones as well.