A certain section of India's IT workforce—often associated with MacBooks, AI subscriptions and gym supplements—is feeling the impact of rising costs in 2026. Prices of Apple devices, AI tools such as Claude and ChatGPT, and whey protein have all increased, prompting many tech professionals to reassess their spending.
Opinions on Apple’s price hikes are divided. Some, like AI engineer Preetish Biswal, believe the productivity benefits still justify the higher cost. Others, such as startup founder Dibyanshu, feel the premium is becoming difficult to justify for upgrades.
AI tools, however, are increasingly seen as essential. Despite higher subscription costs and token-based pricing, many professionals continue to rely heavily on platforms like ChatGPT and Claude. While some companies cover AI expenses for employees, others impose limits, leading users to seek free alternatives or switch to less expensive models.
Developers paying for AI services personally are becoming more selective, often turning to free versions or open-source models that offer strong capabilities without additional costs.
The sharp rise in whey protein prices has also hit fitness-conscious tech workers. Some have switched brands, while others are exploring cheaper alternatives such as pea or yeast protein. With salaries not always keeping pace with rising expenses, many professionals say they are becoming more mindful of their spending, although some remain willing to pay more for products and services they consider essential.
