After holding out longer than many other smartphone and computer manufacturers, Apple has officially announced that prices on at least some products will increase. CEO Tim Cook told The Wall Street Journal that the rising costs of memory and storage have become unsustainable, making price adjustments unavoidable. This announcement comes during a week full of news, ranging from rumors about the iPhone 18 to the highly anticipated 20th anniversary iPhone, as well as the new macOS 27 Golden Gate operating system.
According to Cook, price increases will affect at least part of the lineup, but he did not specify which models or the extent of the hikes. Analysts speculate that the iPhone 18 Pro and iPhone 18 Pro Max, launching in September, could be more expensive than the current iPhone 17 Pro models. iPad and Mac prices may also rise in the near future. This decision comes after many other companies had already adjusted their price lists due to soaring component costs, while Apple had tried to absorb the extra expenses.
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iPhone 18 and 20th Anniversary iPhone
Despite the talk of price increases, a report from an analyst firm suggests that Apple does not intend to raise the price of the standard iPhone 18 model. However, this device will feature a significant upgrade: 12GB of RAM to support the most powerful on-device AI models unveiled at last week's WWDC. Breaking from tradition, the standard iPhone 18 may not debut alongside the Pro models in September, but instead be postponed to spring 2027. The chairman of Apple supplier Largan Precision has essentially confirmed the delay without explicitly naming Apple.
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Meanwhile, Apple is ramping up work on the 20th anniversary iPhone, expected next year. According to Bloomberg, the device will feature an edge-to-edge display with curved glass on all sides for a nearly borderless effect. Two variants will be available, similar in size to the iPhone 18 Pro and 18 Pro Max, likely at 6.3 and 6.9 inches.
New Operating System and Customer Perks
macOS 27 Golden Gate is now in beta and introduces Siri AI, Liquid Glass updates, and multiple Apple Intelligence features. We have already tested it and will delve into every new feature in upcoming articles.
In the meantime, Chase has launched new perks for Apple customers. With the Sapphire Preferred card, you get a free one-year subscription to Apple TV (must activate the card by December 31, 2026). Apple One subscribers can receive a $7.50 monthly discount instead. For premium Sapphire Reserve cardholders, the combined discount reaches $15 per month on Apple One.
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Finally, iOS 27 extends landscape mode to many native apps, including Apple Music, Podcasts, Fitness, Health, Reminders, Home, Weather, and others. This change could be laying the groundwork for the rumored 'iPhone Ultra', a foldable device that would benefit from an interface optimized for landscape use.
To stay updated on all the latest Apple news, check out our article on the FERC fast lane for AI data centers and our comprehensive guide on web accessibility WCAG, two hot topics in the tech industry.
Source: https://www.macrumors.com/2026/06/20/top-stories-apple-price-hikes
