Back in June,Apple raised prices on its Macs and iPads by up to $300, one of the most significant price hikes the company has made in recent years. While iPhones were spared from June's price hike, the latest reports suggest that immunity won’t last long, and we should probably expect more expensive iPhones this fall.
Apple is now making the final preparations for its September event, where theiPhone 18 Pro, iPhone 18 Pro Max, and thecompany's first foldable iPhoneare expected to be unveiled. According to a new report by Bloomberg’s Mark Gurman, Apple is simultaneously preparing to raise the prices of its latest iPhones after both Samsung and Google announced price hikes for their new devices.
Samsung’sGalaxy Z Fold 8 seriesandGoogle Pixel 11 serieswere unveiled with price tags at least $100 higher than last year. GurmansaysApple has been watching Samsung and Google’s new pricing strategy, and it might follow the same path while absorbing some of the added costs itself.
If Apple raises the price of new iPhones by $100, the base iPhone 18 Pro would cost $1,199. Meanwhile, Gurman says Apple’s loyal customer base allows the company to aim for higher prices.
As Apple’s outgoing CEO Tim Cookalready mentioned, the RAM and memory shortage has made price hikes unavoidable for the company. However, the extent of the price hike remains unclear. According to ananalysis by Counterpoint Research, the 1TB iPhone 18 Pro Max is expected to see a nearly $300 increase in bill of materials (BOM) costs, which could make the device notably more expensive than its predecessor.
Moreover, GF Securities researcher Jeff Pu recentlysaidthe iPhone 18 Pro and iPhone 18 Pro Max could become $250-$300 more expensive this fall. Anotheranalysis by The Wall Street Journalalso suggests a $1,399 price tag for the base iPhone 18 Pro.
Even Apple’s firstfoldable iPhonewon’t be immune from price hikes. Gurman added that the device “will top $2,000,” even though it lacks a telephoto camera anduses Touch ID instead of Face ID.