Hardware and Software Prices Rise Again! AppleCare+ Monthly Fee Increases by $0.50, Stock Surges Over 21% This Year

Apple announced on Wednesday (15th) a modest price increase for AppleCare+ subscription services for Mac and iPad, another move in the company's series of price hikes amid global memory chip shortages and multiple cost pressures.

Under the latest adjustments, monthly AppleCare+ plans for Mac and iPad will rise by $0.50, while annual plans will increase by $5. For the new 13-inch MacBook Air, the monthly fee will go from $7.49 to $7.99, and the annual fee from $74.99 to $79.99. This price adjustment applies only to new users, while existing users will retain the original pricing. The AppleCare One service, launched last year at $19.99 to cover up to three devices, remains unchanged in this update.

This price hike continues Apple's recent trend of increasing prices. Last month, Apple already raised prices for hardware products including iPad, Mac, Vision Pro, HomePod, and TV set-top boxes. The market expects that when the next-generation models are launched in September, new iPhone products may also follow with price increases.

Kuo Ming-chi, an analyst at TF International Securities, stated that Apple's pricing trend in the second half of the year remains unchanged. Apple's stock price had previously pulled back after profit-taking following the June developer conference and news of price hikes, but has since rebounded and recently hit intraday highs.

As of Wednesday's close in the U.S. stock market, Apple's shares rose 4.01% to $327.50, up 21% year-to-date, indicating that the market continues to have confidence in Apple's long-term business logic despite cost pressures.