Apple Raises Prices on Everything!

July 3, 2026

AI Summary

5 min read

Apple raised prices on almost every hardware product it sells last week, and the increases are anything but uniform. The Mac Studio M3 Ultra jumped $1,300 to $5,300, while the Vision Pro went up only $200. The iPad Air rose $150 to $749, and the Apple TV went from $129 to $199 — a nearly 40% increase. The MacBook Air, which had been a screaming deal at $599, now starts at $699. iPhone prices, notably, stayed the same. The moves came as Apple warned about memory shortages, but the pattern suggests something more strategic than a simple pass-through of component costs.

Why the increases are uneven

The hosts spent considerable time parsing why some products got hit harder than others. The official story is that RAM shortages and the AI data center boom have driven up memory costs, forcing Apple's hand. But the pattern of increases doesn't cleanly map to how much RAM each product contains. The Apple TV, which has relatively little memory, went up 40%. The Vision Pro, which has a lot, went up only $200. The iPad Air rose $150 to $749, while the MacBook Air — a much higher-volume product — rose only $100 to $699.

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What you'll learn

1 (01:29) **Episode Kickoff & Studio Heat** - Hosts Marques, Andrew, and late-arriving David discuss recording in a hot studio with the AC off for audio quality.
2 (03:38) **Apple Raises Prices Across the Board** - Apple quietly increased prices on nearly all hardware products except iPhones, citing RAM shortages and the AI data center boom.
3 (13:17) **Samsung Teases New Foldable "Wide"** - Samsung wiped its Instagram and posted teasers hinting at a passport-shaped foldable, likely a Galaxy Z Fold 8 "Wide" with a squatter aspect ratio.
4 (28:28) **Polestar Exits the US Market** - The Geely-owned EV brand will stop selling in the US after model year 2027 due to a US government ban on cars running Chinese software.
5 (44:53) **WhatsApp Launches Usernames** - Users can now pick a username instead of sharing their phone number, with an option to require a private code for new messages.
6 (48:10) **PlayStation to End Physical Disc Production** - Sony announced that new PlayStation games will be digital-only starting January 2028, citing lower physical sales and environmental benefits.
7 (54:57) **DBrand's Portal Companion Cube Fiasco** - DBrand created an unlicensed Portal-themed accessory for the Steam Deck, which Valve shut down; it was their second fastest-selling product.

+ Full timestamped outline available in the app

Show Notes

Marques, Andrew, and David start things off talking about Apple raising prices for a bunch of products by...a lot. Then they talk about the rumored Samsung foldable that's coming before discussing a bunch of smaller stories like WhatsApp getting usernames and Sony discontinuing physical discs. We wrap it all up with trivia of course. Enjoy!

Links:

Bloomberg - Apple to skip high-end M6 chips

Verge - Polestar to leave the U.S

WhatsApp launches usernames

Verge - Playstation ending physical discs

DBrand companion cube statement

The Completionist - Buying every Nintendo Wii U game

Video game history foundation

This episode brought to you by:
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Shopify: https://www.shopify.com/wave

Quince: https://www.quince.com/wave

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Ellis: https://twitter.com/EllisRovin