Apple announced new prices for its products

A few days after Tim Cook’s warning, Apple announced it was raising prices on a significant portion of its products.

Specifically, the base price of the MacBook Neo now starts at $699 instead of $599, the MacBook Air at $1,299 instead of $1,099, the MacBook Pro at $1,999 instead of $1,699, the iPad Pro at $1,199 instead of $999, and the iPad Air at $749 instead of $599.

Prices for iPhones, watches and AirPods remain unchanged for now.

“We’ve been doing everything we can to mitigate the enormous cost increases we’re facing and have tried to protect our customers from cost increases, but things have become impossible,” Cook told the Wall Street Journal last week. According to him, price increases became “inevitable” due to the jump in the cost of components such as memory and storage.

In Israel, it is not yet clear how the price increase will affect the local market: on the one hand, the low dollar exchange rate may help, but the rise in prices for memory chips is so large that this may not be enough.