IDC has revised its price forecast for the upcoming iPhone 18 lineup, predicting an increase of up to $200 for the Pro and Pro Max models. Analyst Nabila Popal stated that recent price hikes on Mac and iPad, with some models rising up to $300, indicate Apple's pricing strategy may be more aggressive than expected. The global memory crisis is driving up component costs, prompting the Cupertino company to pass some of the burden onto consumers.
From $100 to $200: IDC Revises Estimates After Mac and iPad Price Hikes
Initially, IDC expected a $100 increase for the iPhone 18 Pro and Pro Max and a $50 hike for the base models. However, after Apple raised prices on the M4 iPad Air and M5 iPad Pro (by $150 and $200, respectively), the analytics firm updated its projections. "The magnitude of the Mac and iPad price increase points to even higher iPhone 18 prices," Popal said. "Perhaps even $200 to the Pro and Pro Max models. I think the days of $50 price increases are over." The decision is tied to a shortage of DRAM and NAND memory, which has escalated production costs. The iPhone 18 Pro and Pro Max are expected to feature 12GB of RAM, a configuration that has already driven up prices on other Apple devices with similar memory.
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Foldable iPhone at $2,500 May Offset Some Costs
Apple plans to release a foldable iPhone this year, with IDC estimating an average selling price of $2,500, with higher storage tiers reaching up to $3,000. The premium model's higher margins could help offset the increased memory costs, avoiding a larger price hike on other models. This strategy mirrors that of the MacBook Pro, where pricier configurations absorb some of the component cost increases.
Siri AI Upgrade Cycle Fuels Demand Despite Price Rise
Despite the anticipated price increase, IDC believes sales of the iPhone 18 Pro will remain strong. An estimated 54% of iPhones shipped since 2022 lack support for the new Siri based on artificial intelligence, pushing many users to upgrade. "Consumers with an iPhone 15 or older are likely to want a new iPhone to get Siri AI," Popal explained. "Pro Max buyers are premium-focused and less price sensitive, and many use monthly payment plans." A $200 increase over 36 months amounts to just $5 per month, a sum unlikely to deter habitual buyers. As Europe accelerates its push for AI sovereignty (read the article), Apple leverages AI to drive the upgrade cycle. For more context on iPhone pricing history, see the Wikipedia entry for iPhone.
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Source: https://www.macrumors.com/2026/06/26/iphone-18-pro-price-increase-estimate
