早前 Tim Cook 曾預警 Apple 產品售價將會調高，當時不少人認為加價仍要等一段時間，例如可能由 iPhone 18 Pro 系列開始調整售價。不過，據《彭博社》記者 Mark Gurman 最新消息，Apple 產品加價潮可能已經近在眼前。
Mark Gurman 表示，Apple 加價未必會等到秋季，而是很快就會發生。他認為，Apple 既然現在已經釋出加價訊號，就代表時間相當接近。他亦提到，Apple 傳統 Back to School 返校優惠即將展開，Apple 可能會在加價後，透過相關優惠作為緩衝，減低消費者對價格上升的感覺。
Regarding Apple price hikes, have to imagine these are fairly imminent. No other reason to flag them now. I’d also note that Apple back to school sale is very imminent, and it could make sense to tie these together as a buffer. Either way this is happening soon. Not a fall thing.
— Mark Gurman (@markgurman) June 18, 2026