Following yesterday's wave of price hikes across most of Apple's lineup, analysts predict the iPhone 18 Pro will see a price increase of $200 to $300. The Wall Street Journal, citing research firm TechInsights, estimates that component costs could push the starting price of the next flagship beyond $1,399. A final decision is expected in September, but the signs are clear: Apple is not immune to soaring memory and storage costs.
Price hikes already applied to iPads, Macs, and other products
Yesterday, Apple raised prices on nearly its entire lineup, from the HomePod mini to the high-end Mac Studio, with increases ranging from $30 to $1,300 and an average of $246.67 per product. The only lines spared were the current iPhones, AirPods, and Apple Watch. Tim Cook had warned the Wall Street Journal that the hikes were 'unavoidable' due to soaring memory chip costs. The same pressure now appears to be hitting the iPhone 18 series.
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Why the iPhone 18 Pro could cost up to $1,399
According to TechInsights, DRAM and flash storage costs could quadruple by fall, increasing the iPhone 17 Pro's bill of materials by 25% from about $582 to $726 for its successor. To maintain current margins, Apple would need to raise the iPhone 18 Pro's price by around $270. Add the new camera system, which analyst Ming-Chi Kuo says could cost 50% more than the previous generation, and the Wall Street Journal estimates a starting price of $1,399 or higher, with the iPhone 18 Pro Max likely $100 more.
New colors and potential paint issues
The iPhone 18 Pro is rumored to keep the aluminum build of the current model, with four new colors including Dark Cherry, a muted wine-red expected to be the signature shade. However, Chinese leaker Fixed Focus Digital warned that the new colors could be prone to the same chipping and surface issues seen last year on Cosmic Orange and Dark Blue, which Apple reportedly treats as a material characteristic rather than a defect.
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Foldable iPhone Ultra and new wearables on the way
In September, alongside the iPhone 18 Pro, Apple may launch its first foldable iPhone, the iPhone Ultra, with a 7.8-inch inner display, A20 chip, C2 modem, Touch ID, and a starting price of at least $2,000. Bloomberg's Mark Gurman confirms the device is on track for September, while a Chinese leaker suggests a delay of at most one month. Also launching in September are the Apple Watch Ultra 4 and Series 12, with faster chips and watchOS 27 with new watch faces. For 2027, Apple is developing camera-equipped AirPods with cameras in the stems to feed environmental info to Siri, though the project has been delayed due to AI challenges.
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For broader context on recent tech industry challenges, see how The New York Times accuses Microsoft of building a supercomputer to help OpenAI infringe copyrights, a case highlighting legal tensions in AI. Additionally, OpenAI's new restrictions in Europe show how tech companies are adjusting strategies. For more on memory chip costs, see Wikipedia on flash memory.
Source: https://www.macrumors.com/2026/06/26/the-macrumors-show-iphone-18-pro-pricing-problem
