Apple’s Price Increase Is Finally Here. It’s About Branding as Much as RAM

Apple lifted the price of Macs and iPads in the face of increased memory and storage prices.

EXPERT OPINION BY JASON ATEN, TECH COLUMNIST @JASONATEN

MacBook Neo laptop computers during an Apple event in New York, US, on Wednesday, March 4, 2026. Apple Inc. rolled out the $599 MacBook Neo in its biggest push yet into low-end laptops, aiming to challenge Windows PCs and Chromebooks for budget-minded shoppers. Photographer: Adam Gray/Bloomberg

We’ve heard for weeks that Apple would soon be raising prices.........

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