# Why is Apple asking me to pay more for Big Tech’s AI obsession?

> Tim Cook recently said price increases were “unavoidable” and described the company’s pricing as “unsustainable. ” The 16-inch MacBook Pro saw its price go up by $300. The 11-inch iPad Air went from $599 to $749.

- **Source:** [The Verge](https://www.theverge.com/report/958678/apple-consumer-price-increase-ai-big-tech?utm_source=gearopen.com&utm_medium=referral&utm_campaign=feed&utm_content=6a402c8ad2e4a413fa9a338e)
- **Published:** 2026-06-27
- **Category:** Phones
- **Tags:** #ipad #macbook #apple #google #microsoft #xbox #openai #ai
- **Canonical:** http://localhost:4321/a/6a402c8ad2e4a413fa9a338e

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_GearOpen's distilled summary. The full original article is published at The Verge (source link above); GearOpen does not republish the source's full text._