The launch of the iPhone 18 Pro line, expected in the coming weeks of September 2026, could bring an unpleasant surprise for consumers: a significant increase in prices. Market experts already predict that the new models could have an initial cost of up to US$300 higher than their predecessors.
Understand the reasons behind the possible price increase of the iPhone 18 Pro
Recently, Apple implemented considerable adjustments to other of its products, such as MacBooks and iPads. However, the iPhone line had been spared these increases until now. The expectation is that the iPhone 18 Pro will break this sequence, surpassing the value of its predecessor, the iPhone 17 Pro.
Several factors contribute to this projected increase in price. Among them, the persistent shortage of essential components, such as RAM and storage, stands out. Apple CEO Tim Cook described the current situation as a “once-in-a-hundred-year memory price flood with exponential increases in memory prices.”
Another point that inflates the cost is the iPhone 18 Pro’s improved variable aperture camera system, which is expected to be more expensive to produce compared to the iPhone 17 Pro’s camera. Analyst Ming-Chi Kuo reported that the new device’s variable aperture lens will have an average selling price 50% higher than the previous model’s main camera.
Finally, the iPhone 18 Pro will come equipped with the A20 Pro chip, TSMC’s first 2 nanometer processor. Due to its complex and innovative design, the A20 Pro chip is considerably more expensive to produce by both Apple and TSMC.
Considering all these elements, it seems almost certain that the iPhone 18 Pro and iPhone 18 Pro Max will hit the market at higher prices. The big question is, in fact, the extent of this readjustment.
Analysts estimate new values for the iPhone 18 Pro
Analyst Jeff Pu recently announced that Apple could raise the price of the iPhone 18 Pro in a range of US$250 to US$300. If this prediction is confirmed, the initial values would be:
- iPhone 18 Pro starting price: between US$1,349 and US$1,399 (previously US$1,099)
- iPhone 18 Pro Max starting price: between US$1,449 and US$1,499 (previously US$1,199)
An analysis conducted by the Wall Street Journal, in collaboration with research firm TechInsights, came to a similar estimate, projecting a starting price of at least $1,299, with a greater likelihood of approaching $1,399.
Although Apple does not publicly reveal the gross profit margins for each product, TechInsights research indicates that the margin for the iPhone 17 Pro, which cost $1,099, was an impressive 47%. To maintain this profitability with the iPhone 18 Pro, based on estimated costs, the company would need to charge around US$1,371. Considering the company’s preference for standardized pricing, the likely starting value would be $1,299, resulting in a gross profit of 44%.
This estimate doesn’t even consider a possible new camera system, which, according to supply chain analyst Ming-Chi Kuo, will cost Apple approximately 50% more than previous models. With this addition, the starting price of the iPhone 18 Pro could be set at US$1,399, or even more.
Mark Gurman recently stated that “there is absolutely no doubt that Apple will raise iPhone prices.” Gurman predicted an increase of US$100 to US$200 for the iPhone 18 Pro, in line with the adjustments seen in Macs and iPads.
In a more optimistic perspective, JP Morgan analysts suggest that Apple will look for ways to save on the costs of other components in the iPhone 18 line to offset the increase in high-tech parts this year.
Launch and expected confirmation for iPhone 18 Pro prices
Apple is expected to officially launch the iPhone 18 Pro and iPhone 18 Pro Max in the coming weeks. Only then will the exact values and final details be released to the public.
