Apple just announced higher prices on Macs and iPads, blaming memory chip costs that apparently spike only during Prime Day. The new math turns every existing discount into a significantly better story for the company, even if the actual savings for buyers stay flat.
The PR line frames the move as a reluctant adjustment rather than a straightforward revenue bump. Shoppers are told to feel grateful that yesterday's MacBook sticker now looks like a bargain, while the baseline quietly moves up across the board.
Nothing exposes the spin faster than watching the same company celebrate its own price increase as consumer relief. The discount didn't improve; the starting point did.
