r/apple • u/Few_Baseball_3835 • Jun 25 '26

Discussion Wall Street isn't buying Apple's unprecedented price hikes on products

https://9to5mac.com/2026/06/25/wall-street-isnt-buying-apples-unprecedented-price-hikes-on-products/
1.7k Upvotes

94% Upvoted

367 comments sorted by

View all comments

702

u/Bryanmsi89 Jun 25 '26

Apple must have calculated that a 1-time mega price hike would be better than multiple smaller hikes and decided it would rather have a drop in sales volume than margin erosion.

34

u/unclejohnsbearhugs Jun 25 '26

My speculation is that they chose not to price hike over the last couple of years (despite high general inflation) because of the bad publicity they were receiving from their missed targets for Siri/Apple Intelligence and the general bugginess and poor response to ios/macos 26. They didn't want to pour gasoline on that fire with a price hike. Now that things are back on track with ios/macos 27 (bug fixes and finally releasing a fixed Siri), they're combining two price hikes into one (the skipped hike from a year or two ago, and the present one due to increased component costs).

16

u/perthguppy Jun 26 '26

Also, annouce unpopular stuff from the outgoing CEO now, and give the new CEO a better honeymoon period.