Apple Is about to learn that massive price hikes have consequences

Apple's recent price hikes could severely impact new laptop sales, forcing consumers to abandon higher-tier MacBooks in favour of the entry-level Neo or pre-owned Apple Silicon models. Picture: Michael Sherman/Google Gemini

As an Apple fan, it’s always frustrating when the tech giant hits consumers with price increases. However, this latest round will surely have a massive impact on their overall sales numbers.

Earlier this month, prices surged across almost Apple’s entire product lineup—with the exception of the iPhone, at least for now.

The laptop range took a particularly brutal hit. Take the 13-inch M5 MacBook Air: prior to the overnight price increase, it was priced at R19,999. It has now jumped by R6,500 to R26,499—a staggering increase of more than 32%. Meanwhile, Apple’s cheapest laptop offering and newest release for 2026, the MacBook Neo, launched at R11,999 but has already risen to R13,999. That’s a R2,000 jump, or a 16.67% increase.

This means the entry-level MacBook Air is now almost double the price of the MacBook Neo. Naturally, budget-conscious consumers looking for a Mac are far more likely to settle for the Neo over the Air, even with the entry-level model's performance limitations.