On Apple’s Pending Price Increases

John Gruber, writing about Apple’s pending price increases: I won a steak dinner from my Dithering cohost Ben Thompson, betting that Apple would not raise the prices on RAM when they introduced the M5 Pro and M5 Max MacBook Pros in March, largely on the basis that Apple considers the pricing part of the product’s brand. For the same reason, I also do not think they’re going to raise the prices of existing products mid-cycle. I think Cook’s warning is about the fall, starting with the iPhones 18 Pro and the folding “Ultra” in September, and he issued the warning months early just to make the bad news “old news” by the time September gets here. But unlike with the MacBook Pros in March, I wouldn’t bet more than a beverage on my hunch here. However out of character it would be for Apple to raise prices midway through product cycles, the global RAM shortage is unprecedented. I wouldn’t be surprised if Apple pushes price increases moments after I hit “Publish” on this post. (I’m checking…