Apple will raise the iPhone 18 Pro price by $100 per Pro model when it unveils the iPhone 18 Pro and iPhone 18 Pro Max, Mark Gurman reports. That increase is smaller than many had been bracing for ahead of the event.
In June, Apple hiked the cost of its Macs, iPads and home products in response to a global memory shortage but kept iPhone pricing unchanged at the time. The planned $100 bump for the Pro models marks a change to that approach.
iPhone 18 Pro price: $100 increase amid wider cost pressures
Gurman’s $100 figure sits well below several steeper forecasts. IDC had suggested increases of up to $200 for the Pro models. GF Securities analyst Jeff Pu warned that costs for the A20 Pro chip, RAM and storage could push prices as much as $300 higher. TrendForce, citing memory chip costs that have risen nearly 400% year‑on‑year, modelled a $150 to $200 jump. Apple appears to be absorbing more of those expenses itself rather than passing the full increase on to buyers.
Earlier this year Apple launched the Apple Upgrade program in the U.S., a Klarna‑backed leasing plan that lets customers pay a monthly fee in perpetuity and swap their device annually for the newest version. Wireless carriers could also help ease iPhone “sticker shock” by offering aggressive installment plans and trade‑in incentives, Gurman added.
The $100 per‑model increase will take effect with the announcement of the iPhone 18 Pro and iPhone 18 Pro Max.
