Apple increases the price of Mac computers and iPads. What is expected in Israel?

The announcement comes after the company’s CEO, Tim Cook, clarified in an interview with the Wall Street Journal that price increases have become inevitable due to the instability and lack of supply in the global chip market. Recall that Cook is expected to end his 15-year tenure soon and hand over the reins to John Tarnos. dark Down at the time of writing these lines by about 4.6%.

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Apple’s online store was shut down for a short time and is back online with the new prices. Among the notable changes: the price of the entry-level version of the MacBook Neo increased from $599 to $699; The MacBook Air went from $1,099 to $1,299; And the 1TB MacBook Pro model went from $1,699 to $1,999. Price increases were also recorded in the tablet segment: the price of the iPad Air rose from $599 to $749, and the price of the iPad Pro rose from $999 to $1,199.

Wall Street is closely following these steps, which raise the question of whether the new policy will already be reflected in the launch of the iPhone 18 series, planned for this September. This, along with rumors that the company intends to present the first foldable device at the same event. At this stage, Apple is not announcing a change in the prices of the iPhones, but according to various estimates in the market, the prices may increase by about 100 to 200 dollars, depending on the model.

Will the strong shekel moderate the price increase?

And what is expected to happen in Israel? Sources who spoke with Globes estimate that as early as next Monday all the actresses in the local market will receive the new price list. According to estimates, the rate of price increase in Israel will be the same as that recorded in the US. However, the market notes that since the launch of the products, the shekel has strengthened against the dollar, a figure that may moderate part of the price increase for the Israeli consumer. At this point, the industry is waiting to see where Apple will steer the market.

In recent days, Apple explains that the consumer electronics industry is now facing a challenge in the shadow of artificial intelligence, as the latest developments require many memory components. Alongside the growing demand from the AI ​​industry, the global supply chain suffered another blow following the war with Iran, which disrupted the supply of helium – a gas essential for the chip manufacturing process – and contributed to a further increase in general production costs.

According to research firm Counterpoint Research, memory and storage prices have quadrupled over the past three quarters, while other reports indicate that RAM prices alone have doubled since October 2025.