The Talk Show With John Gruber · Wednesday, July 1, 2026
John Gruber and John Moltz discuss the recent price increases on Apple products, noting that the Apple TV 4K saw particularly steep hikes of 54% and 67% for its two configurations. Moltz speculates these price increases are in anticipation of new hardware, and that current prices are a prelude to higher pricing for upcoming models.
“Well, and we when the news had broke the week before where he said the prices were going to go up, we were recording the rebound and I thought about making a joke about them increasing prices on the Apple TV just because it seems like it's it seemed like it would be so ridiculous and then come to see the price increases and it's the one with the largest percentage price increase.”
“It's 200 bucks now up from 150.”
“So my speculation is basically that these prices are for the new hardware and they're putting them in place now with the old hardware so that when they announce the new hardware, they get have two tiers, these are the prices and they didn't go up.”