Apple is expected to increase prices for its iPhone 18 Pro and Pro Max by 10% to 20% when the devices launch on September 9, according to research firm TrendForce. The price adjustment comes as memory costs for the Pro models surge roughly 400% compared to the same quarter last year.
The bill of materials for a 256GB Pro model is approximately 38% higher year-over-year, TrendForce estimates. While Apple has negotiated cheaper prices on other components, these savings are insufficient to offset the memory cost increases.
Industry analysts attribute the memory price spike to hyperscalers locking in long-term supply deals, constraining availability for consumer device manufacturers. J.P. Morgan Global Research expects DRAM prices to rise 400% or more in 2026 as a result of this supply competition.
TrendForce believes Apple will absorb a portion of the cost increase through reduced profit margins. The firm's June forecast estimated a 14% to 18% price increase before revising its current range to 10% to 20%.
Broader Product Lineup Affected
The standard iPhone 18 will not be available until Q1 2027 but is expected to face the same 10% to 20% price increase as the Pro models.
Apple's foldable device, provisionally called the iPhone 18 Fold and potentially branded as iPhone Ultra, is expected to start at approximately $2,099 to $2,299, with high-end configurations potentially exceeding $3,000. TrendForce estimates foldables will represent only about 2% of the global smartphone market in 2026.
Earlier in 2026, Apple increased prices for iPads and MacBooks, citing memory and storage costs. The company is also reportedly exploring DRAM purchases from ChangXin Memory Technologies in China to diversify its supply chain beyond Samsung, SK Hynix, and Micron.
Industry-Wide Pressure
Rising hardware costs are affecting other technology companies. Amazon raised the Echo Dot price from $49.99 to $79.99—a 60% increase—attributing the adjustment to memory component costs.
Apple will announce official pricing at its event on September 9.
