When everything is going up, we chose not to

You may have seen the news this week: Apple raised prices across nearly its entire lineup — Macs, iPads, home devices — and the increase is global. The reason isn’t a design upgrade or better materials. It’s AI.

The explosive build-out of AI data centres is soaking up the world’s supply of memory and storage chips. Apple itself said it has “never seen a component price increase this much, this quickly.” And it isn’t just Apple — Microsoft and even games-console makers are raising prices for the same reason. As one Harvard professor noted, memory prices have trended down for decades; seeing them actually rise is highly unusual.

Which raises a fair question: is AI saving us money, or costing us more?

Honestly, I don’t know the final answer. Maybe, in the long run, AI makes many things cheaper. But for now, the bill has landed on the customer — you wake up one morning and find you’re the one paying for the increase.

Which brings me back to us. Avonest has had the same simple philosophy from day one: keep it affordable. Not by cutting corners, but by constantly optimising how we put our resources together — real quality, plus a bit of careful service.

We use AI too — but here, AI genuinely lowers our costs. It lets fewer people do more: content, design, day-to-day operations that once needed a whole team, one person and the right tools can now handle. Add to that being online-only, serving just one city — Melbourne — and carrying none of the brand premium or advertising overhead of the big names. What we save, we choose to pass on to you — not fold into margin, and certainly not use as an excuse to raise prices.

Because what we want to give you is simple: a comfortable sleep, an easy turn in the night, a night that holds steady. Not a morning that opens with everything more expensive, and you paying for a brand name on top.

The big brands have their strengths — we’d never deny that. But when everything is going up, it might be worth a look at a newer brand that chose not to. And trying Avonest costs you nothing.