Media reports citing supply chain analytics firm TrendForce indicate that Apple is expected to raise prices for the upcoming iPhone 18 Pro and iPhone 18 Pro Max by approximately 10 to 20 percent.
According to projections, the iPhone 18 Pro starting price could reach between $1,249 and $1,299, while the iPhone 18 Pro Max may start between $1,349 and $1,399. Projections also suggest Apple’s first foldable device, dubbed the “iPhone Ultra,” could launch between $2,099 and $2,299, with higher storage variants potentially exceeding $3,000. While the standard iPhone 18 is not anticipated until spring 2027, it is also projected to face a similar 10 to 20 percent price increase upon release.
Industry analysts attribute the price escalation primarily to surging memory chip costs, with 256GB memory chips increasing in price by nearly 400 percent over the past year and driving the total Bill of Materials (BOM) cost for 256GB Pro models up by 38 percent. The surge is largely driven by massive global investments in Artificial Intelligence (AI) infrastructure, exerting widespread cost pressure on the consumer electronics sector. Apple is expected to reveal official pricing on September 9 during its scheduled “Surprise and Sunshine” event.
