Japanese people who have been shopping at the Apple Store for the past few days have had their noses turned upside down, because since today Apple has raised the price of all its main products in the country.
The iPhone 13 goes from 98,800 yen including VAT (699 €) to 117,800 yen (834 €), an increase of 19%. The increase is even more important for the iPad 9, which sees its price increase by 25% to reach 49,800 yen (352 €). It also swells for Macs, as noted by our Japanese colleagues from AAPL Ch. who publish an exhaustive list of all the changes.
These tariff adjustments are linked to the sharp fall in the value of the yen against the dollar in recent months (1 yen is worth 0.0074 dollars currently, against 0.088 at the start of the year). You have to go back to the late 1990s to find such a weak yen against the dollar.
Luca Maestri, Apple’s chief financial officer, warned in the spring that wide swings in exchange rates had become a problem and overseas revenues would plummet. Add to that supply difficulties and inflation.
Apple has already made increases in France, but it only did so when new products were released. The iPhone SE 2022 costs €40 more than its predecessor, the MacBook Air M1 took €100 and the MacBook Pro 13″ M2 is €150 more expensive than the old generation. Will the future iPhone 14s also cost more expensive than their predecessors?