Apple could see the production cost of the iPhone 18 Pro increase by 38%, according to recent estimates. This significant increase in the manufacturing of the brand’s next premium smartphone could have varied consequences, from a possible pass-through to consumers, with rumors pointing to a final value of US$1,399 (approximately R$7,145 at current prices), to the company’s decision to absorb part of this impact, reducing its profit margin. The situation, expected for the model that will be launched in 2026, has as its main driver the global RAM memory crisis, which affects several supply chains in the technology industry, according to a survey released on August 11, 2026.
Global RAM memory crisis increases expenses for Apple
On the same topic: IPhone 18 Pro price could rise by up to US$300, driven by component costs, says analysis
The main cause for the increase in production of the iPhone 18 Pro is linked to the shortage and the consequent increase in the price of RAM memories. Market analysts indicate that this crisis not only impacts the upcoming premium model, but could also influence the cost of other Apple devices. This situation reflects a broader scenario in the technology market, where demand for components for artificial intelligence servers has diverted the supply of chips that traditionally supplied hardware products for consumers.
Tim Cook already warned of price adjustments in the market
Although Apple is one of the few companies that, to date, has managed to maintain relatively stable prices across its cell phone lines, CEO Tim Cook had already warned of the inevitability of adjustments in the market. Specific movements have already been observed in the brand’s computer lines, such as the Mac Mini and Mac Studio. Now, eyes turn to the next generation of the iPhone, where analysts foresee a more direct impact on costs and, consequently, on prices.
More on this story: Memory costs drive up to $200 increase in the price of the iPhone 18 Pro
Details about the increase in manufacturing expenses
A recent industry study, released by TrendForce research, reinforces the scenario of rising costs. RAM memory, in particular, already represents around 34% of the total cost of assembling a device. If the current chip shortage continues, this percentage could exceed 40% of the cell phone’s total manufacturing value. Projections indicate that costs could exceed the 38% increase in the first fiscal quarter of 2027, especially considering the possible launch of the standard iPhone 18 between March and June of next year.
Other models, including iPhone 17 Pro, may be affected
To mitigate the impact of rising costs on the iPhone 18 Pro without drastically increasing the final price of the premium model, Apple may consider “spreading” these expenses across other generations of its products. The iPhone 17 Pro, for example, is cited as one of the models that could undergo readjustments during the month of August, although the value suggested on Apple’s website has not been changed so far.
Panorama for Android devices and the technology market
The RAM shortage situation is not restricted to Apple products. The same TrendForce report warns of an even more complicated scenario for Android models in the coming months. Entry-level and mid-range devices, which generally operate with lower profit margins, should feel a more noticeable impact from rising component prices. The prioritization of chips for artificial intelligence servers has generated a ripple effect throughout the technology sector, affecting everything from computing to the development of new video games, such as the upcoming PlayStation 6, which is already facing delays and increased costs in its development.