Apple has raised prices across its Mac and iPad lineup in response to rising memory chip costs, with increases taking effect while Amazon Prime Day retailer discounts remain active. A MacBook Air M5 that previously carried a $150 discount against its $1,099 starting price now represents a $350 saving relative to Apple's new $1,299 MSRP. Amazon, Best Buy, and Costco have not yet repriced their Mac inventory, leaving an open but time-uncertain window for buyers.
MacBook Neo and Air: Effective Discounts Double or Triple
The MacBook Neo, Apple's entry-level laptop, carries a new base price of $699 for the 256GB model. Amazon and Costco currently list that configuration at $589.99 — formerly a $10 discount, now $110 below the new retail price. The 512GB Neo with Touch ID is $689.99 at Amazon and Costco, also $110 off the new $799 MSRP.
The 13-inch MacBook Air M5 (16GB RAM, 512GB storage) is $949 at Amazon, Best Buy, and Costco — $350 below Apple's new $1,299 price. The 15-inch Air with the same base configuration is $1,149 at those three retailers, $350 off the new $1,499 MSRP.
MacBook Pro: Larger Nominal Gaps at Higher Price Points
| Model | New MSRP | Current Sale | Savings | Retailer |
|---|---|---|---|---|
| 14-in M5, 16GB/1TB | $1,999 | $1,549 | $450 | Best Buy |
| 14-in M5, 16GB/1TB | $1,999 | $1,599 | $400 | Amazon |
| 14-in M5, 24GB/1TB | $2,199 | $1,749 | $450 | Amazon |
| 14-in M5 Pro, 24GB/1TB | $2,499 | $2,034 | $465 | Amazon |
| 16-in M5 Pro, 24GB/1TB | $2,999 | $2,494 | $505 | Amazon |
| 14-in M5 Max, 36GB/2TB | $4,099 | $3,299.99 | $799 | Amazon |
| 14-in M5 Max, 36GB/2TB | $4,099 | $3,319 | $780 | Best Buy |
| 16-in M5 Max, 36GB/2TB | $4,399 | $3,649 | $750 | Amazon |
The 14-inch M5 Max carries the largest single-unit gap in the lineup: $799 below Apple's new retail price at Amazon.
iMac: Starting Price Crosses $1,500
The 24-inch iMac M4 moves from a $1,299 starting price to $1,499. The base 8-core M4 configuration (16GB RAM, 256GB SSD) is $1,149 at Amazon, Best Buy, and Costco — $350 below the new MSRP. The 10-core M4 version, which adds two additional Thunderbolt 4 ports, is $1,349 at Best Buy and Costco, also $350 off its new retail price.
Apple has provided no timeline for when major retailers will update Mac pricing to reflect the increases, and no end date for current Prime Day sales has been confirmed.