Mayo, I woke up this morning, sat down at my Mac like usual, cup of coffee.

Then I saw on Twitter somebody tweeted that the Apple store was down.

I said, oh, that's strange.

What are we expecting?

So I go, I look, it's down, posted on the site, the whole routine that we always do.

And my instinct is that it's for the back-to-school event because we're in June. We're actually like seven days

passed when they launched the back-to-school promotion last year. So I'm like, oh, they're taking

the store down. It's going to come back, free AirPods or free beats or whatever when you buy a Mac

or an iPad. Pretty routine stuff, right? How you sweet summer child. And then there's also there's also always like

the one percent piece of optimism in your mind that oh, maybe we're about to get actually

surprised with the new Apple products for the first time. Like maybe the new Apple TV, the new home pod,

the new Mac studio, something along those lines. How naive? How naive were we? So Apple has officially

implemented the price increases that Tim Cook talked about last week in that interview with

the Wall Street Journal. And you remember last week we kind of talked about whether just

about how imminent we thought those price increases were and whether they would affect

current products that Apple was selling,

or if Apple was kind of laying the groundwork for, okay, when we introduce the next generation

MacBook Air, it'll be more expensive than the current one. The answer to that is that current

generation products are getting more expensive. And we don't know about the future because, yes,

what's perhaps most interesting about these price increases is that there's, as we

would discuss, sweeping price increases across like Mac, iPad and some other categories,

but like the iPhone is currently unaffected.

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