Vision Pro Rises to $3,699 as Apple Raises Prices Across Hardware

Apple’s price increase across nearly its entire hardware lineup landed quietly, the way these things usually do: store goes down, store comes back up, everything costs more. But the product where the math gets uncomfortable fastest is Vision Pro, which now starts at $3,699, up $200 from the $3,499 it launched at in February 2024.

That launch price was already drawing skepticism before the first unit shipped. Analysts and reviewers flagged it as the headset’s defining weakness, and the numbers since have reflected that. Vision Pro holds roughly 5% of the XR market against Meta’s approximately 75%, a gap that maps fairly cleanly onto the price gap: Vision Pro’s entry point sits at nearly seven times the cost of Meta’s $499.99 Quest 3. Adding $200 to that does not change the competitive picture so much as confirm it.

The three storage configurations now land at:

• 256GB: $3,699 (up from $3,499)
• 512GB: $3,899
• 1TB: $4,199

Apple held the $3,499 price when it refreshed Vision Pro with an M5 chip and a new Dual Knit Band in October 2025, which made that decision look deliberate. Raising the price now, after the product has already struggled to build volume, is a harder story to tell.

The Broader Increase

The Vision Pro is the sharpest example, but the price movement runs across almost the entire lineup. HomePod, Apple TV, iPad in several configurations, the full Mac range including the Mac mini, and others all came up with the store restart. The iPhone, AirPods, Studio Display, and Apple Pencil were left untouched.

Apple CEO Tim Cook told the Wall Street Journal last week that increases had become “unavoidable” because of rising memory and storage chip costs. A $200 increase on a MacBook Air is unwelcome. On a product already priced out of most consumers’ consideration, it raises a different question about where Vision Pro goes from here.