Apple has applied price increases to some product lines, but iPhone, Apple Watch and AirPods were excluded from the latest adjustment.

The IT outlet 9to5Mac reported on June 25 that Apple adjusted prices for major products that day, but kept existing prices for seven core iPhone models, three Apple Watch models and four AirPods models. The accessories line was also excluded.

In contrast, prices for Macs, iPads, home products and Apple Vision Pro rose immediately. Apple applied different adjustment ranges by product line, but overall appears to have moved into a broader trend of hardware price increases.

The adjustment is drawing attention because it reflects actual price increases after comments last week by Apple CEO Tim Cook (팀 쿡). At the time, he said price increases had become unavoidable as expanding demand for artificial intelligence created constraints on supplies of RAM and storage devices.

The market is focusing on the possibility that Apple may have separated the timing of its price increases. Apple has unveiled next-generation iPhone and Apple Watch models every September, and this time as well it is expected to announce products such as the iPhone 18 Pro and Apple Watch Ultra 4. It is possible to interpret the move as leaving room to revisit its price structure when it announces new products, while keeping existing model prices unchanged.

The adjustment also shows a clear contrast in product strategy. Apple raised prices first for Macs, iPads and Apple Vision Pro, which are centered on productivity and higher-priced devices, while freezing iPhones and wearables for now, which sell in larger volumes. For consumers, which product lines were adjusted first can directly affect decisions on when to buy.

In particular, the market has raised the possibility that demand to buy iPhone, Apple Watch and AirPods could be maintained in the short term. For consumers considering buying a new iPhone, Apple Watch or AirPods, now could be the right time to buy. By contrast, those considering Macs and iPads now have to revisit purchase decisions based on already increased prices.

A key point to watch is how long Apple maintains this freeze. iPhone, Apple Watch and AirPods were excluded from the latest price increase, but at least "for now" prices have not risen. That raises the next variable of whether price adjustments will expand to the remaining consumer product lines around the September unveiling of new products.