After Mac and iPad Price Hikes, Apple's BTS Education Program Switches to Gift Cards

(Central News reporter Wu Jia-Hao, Taipei, June 16) Apple's annual Back to School (BTS) education promotion has launched in Taiwan today. Unlike previous years when accessories such as AirPods wireless earphones or Apple Pencil styluses were given as gifts, Apple has unusually switched to offering Apple Store gift cards worth up to NT$4,800 this year, aiming to stimulate subsequent consumer spending.

Apple significantly raised the prices of MacBook and iPad models in Taiwan in late June due to soaring component costs. Whether this promotional campaign can boost sales and offset the impact of price hikes is a key indicator for the market.

According to Apple's official website, the 2026 BTS program runs from July 16 to August 27. The main target audience includes college students and faculty members. Eligible hardware products under this year's program include the MacBook Air, MacBook Pro, iPad Air, and iPad Pro.

The 13-inch MacBook Air with the M5 chip is available at an education discount price starting from NT$39,590, saving buyers NT$3,310 compared to the regular price. The 14-inch MacBook Pro with the M5 chip starts at NT$61,690 under the education discount, a saving of NT$3,210. The 11-inch iPad Air with the M4 chip is priced from NT$23,200 with the education discount, offering a saving of NT$1,700.

Under the program, customers who purchase a 14-inch or 16-inch MacBook Pro will receive a NT$4,800 gift card. Those buying a MacBook Air, iPad Pro, or iPad Air will receive a NT$3,200 gift card. Meanwhile, the new budget laptop MacBook Neo, as well as desktop computers like the Mac mini and iMac, remain eligible for education pricing this year but are excluded from the gift card promotion.

The Apple Store gift cards will be delivered via email after the product has shipped or is picked up. This means students must make a second purchase within Apple's ecosystem to use the gift card, helping Apple maintain brand loyalty and boost sales of accessories and services. (Edited by Lin Shu-Yuan) 1150716