Apple has taken a step many expected for September, but which arrived sooner than anticipated. The company has raised iPhone prices in Japan, according to hipertextual.com, in a move that signals the path other markets—including Spain—will follow in the coming months. It is not a complete surprise, but it does confirm a trend the technology industry has been announcing for months.

Which devices are getting more expensive and by how much

Apple has updated the price of six iPhone models: the iPhone 17 series, the iPhone Air, and the iPhone 16. Although the company has not publicly communicated the reasons for the price increase, the figures vary depending on the model, so the impact on Japanese consumers' wallets will depend on the device they intend to buy.

This move comes just weeks after Apple had already raised prices on MacBooks and iPads worldwide, cementing a clear trend: prices for Apple products are rising across the board.

Japan: the first market, but not the last

For now, Spain and Latin America are spared this immediate increase. However, Apple's history in recent years suggests that what happens in Japan is an indicator of what will come next in other markets. It is only a matter of time—probably weeks or a few months—before prices rise here too.

The fact that Apple chose Japan as a pilot market makes sense. It is one of the most important territories for the company, and moreover, it is where the problem behind all this is currently being experienced most intensely.

Two main culprits: RAM and the yen

Although Apple has not offered official explanations, analysis of the situation points to two decisive factors:

• The RAM memory crisis: Memory chip costs have increased significantly across the industry, pressuring manufacturers' profit margins. This rise in component costs is the most obvious culprit behind the price increase.
• The yen at historic lows: The Japanese currency is experiencing unprecedented weakness in 40 years. The dollar-to-yen parity is the most unfavourable in four decades, meaning Apple receives far fewer dollars for each iPhone sold in Japan. To compensate and maintain margins, the company has no choice but to raise prices.

Both factors together create a perfect storm: rising production costs and declining revenue in local currency. Apple's solution is simple: pass the impact on to the final price.

What does this mean for you?

If you are an iPhone user in Spain, the reality is uncomfortable. This price increase will reach here. We do not know exactly when—it could be a matter of weeks or months—but precedents indicate it is inevitable. The iPhone is no longer an inexpensive device, and market trends suggest prices will continue to rise.

What is happening in Japan is a preview of what we will soon experience in the rest of the world. Apple has decided that the time to update prices is now, not to wait until September and the launch of the iPhone 18. The industry is in full economic uncertainty, and price increases are coming constantly from all brands. Apple has simply decided to be among the first.