According to research firm TrendForce, Apple may increase the price of iPhone 18 Pro and iPhone 18 Pro Max by about 10-20%. With this increase, iPhone 18 Pro may have a starting price of about 1,249-1,299 USD, while iPhone 18 Pro Max may be from 1,349-1,399 USD.
TrendForce believes that the main reason is the sharp increase in memory costs. With the 256 GB iPhone Pro version, memory costs in Q3/2026 are forecast to increase by nearly 400% compared to the same period last year. The total component cost (BOM) of the Pro 256 GB model also increased significantly.
However, Apple is said not to transfer the entire additional cost to users. The company may accept reducing part of the profit margin to limit price increases and maintain competitiveness.
Besides iPhone 18 Pro and 18 Pro Max, Apple's first folding screen iPhone, currently called iPhone 18 Fold by TrendForce, is also predicted to be very expensive. The device can start from 2,099- 2,299 USD, while the highest capacity version may exceed 3,000 USD.
According to the plan mentioned by TrendForce, iPhone 18 Pro, iPhone 18 Pro Max and iPhone 18 Fold will launch this fall. The standard iPhone 18 and the remaining versions are expected to be introduced by Apple in the first quarter of 2027.
TrendForce believes that the sharp increase in memory prices is putting pressure on the entire smartphone industry. The need to build AI systems makes the supply of memory fiercely competitive, while phone manufacturers have to balance between component costs, selling prices and user purchasing power.
Apple is expected to announce the official price of the iPhone 18 Pro line at the event on September 9.
