Full Breakdown
Apple Poised to Raise iPhone 18 Pro Prices Amid Memory Cost Surge
6/28/2026, 11:26:27 AM
Price Increase for iPhone 18 Pro Lineup
Apple is expected to lift the starting price of the iPhone 18 Pro from $1,099 to $1,299 and the iPhone 18 Pro Max to roughly $1,400–$1,500. Analysts attribute the hike to rising memory and flash-storage costs, which have eroded profitability.
Memory and Storage Inflation Drives Strategy
AI data-center growth has driven a surge in DRAM and NAND demand, prompting TSMC to raise advanced-node prices by 5-10 %. CEO Tim Cook called the resulting “inflationary pressures on memory and storage” unsustainable. Apple is accelerating in-house chip design to mitigate costs.
Projected Price Range
Analysts estimate the iPhone 18 Pro hike between $50 and $200. JP Morgan sees at least $100, IDC’s Nabila Popal expects $200, citing $150-$200 rises on 12 GB-RAM iPad models. Tom’s Guide earlier forecast $50-$100 hikes, noting uncertainty before recent Mac and iPad price changes.
Official Statements & Responses
Tim Cook warned that “inflationary pressures on memory and storage have made the current pricing of Apple’s hardware unsustainable.” Apple said the surge “has never seen a component price increase this much, this quickly.” IDC analysts Nabila Popal and Francisco Jeronimo noted iPhones represent roughly half of Apple’s revenue, prompting margin protection and service growth.
Criticism & Opposition
Online forums warn that a $200 hike could deter price-sensitive buyers, suggesting they wait for the vanilla iPhone 18 in early 2027 or seek refurbished units. Analysts caution that higher upfront costs may lengthen upgrade cycles and pressure long-term sales. Consumer groups call for clearer pricing communication.
Conflicting Reports & Gaps
Price-increase estimates range $50–$200, with JP Morgan, IDC and Tom’s Guide offering different figures. Apple has not confirmed a specific amount and postponed an official announcement until September. The projected $2,500 price for the iPhone Ultra remains unverified, as foldable production timelines are tentative.
Verbatim Quotes
“My personal instinct says the hike to iPhones may be even higher than what we assumed, perhaps even $200 to the Pro/Pro Max models,” — Nabila Popal, Senior Director of Data and Analytics, IDC
“I think the days of $50 price increases are over.” — Nabila Popal, IDC
“The rapid expansion of AI data centers has created an extraordinary surge in demand for memory and storage,” — Apple spokesperson (as quoted in Tom's Guide)
“Bottom line (Image credit: Front Page Tech) An iPhone price hike was always inevitable, ever since the AI boom kicked off RAMageddon and made the cost of RAM and storage blast off to unprecedented levels.” — Tom's Guide analysis
What's Next
Apple will unveil the iPhone 18 Pro in September and release the base iPhone 18 in early 2027.
