Analyst Jeff Pu of GF Securities warns that the iPhone 18 Pro could see a price increase of up to $300 versus the iPhone 17 Pro, which would set U.S. starting prices at $1,399 for the iPhone 18 Pro and $1,499 for the iPhone 18 Pro Max. That projection is higher than a prior estimate of a $200 increase from market research firm IDC.
iPhone 18 Pro price: what increases are expected?
In a research note cited by Pu, the iPhone 18 Pro could face a maximum $300 uplift driven by higher component costs. If the forecast holds, the Pro models would start at the price points Pu outlines for the U.S. market.
Why component costs are rising
Pu points to three cost drivers: the A20 Pro chip, RAM, and storage. These components make up a large share of an iPhone’s bill of materials and are being hit by supply pressures and price inflation across component markets.
Wider context: Apple’s recent price adjustments
Apple has recently increased prices across several product lines — Mac, iPad, Apple TV, HomePod, HomePod mini and Vision Pro — with adjustments ranging from $30 on the HomePod mini to as much as $1,300 on certain Mac Studio configurations. Apple attributes the changes to a “memory shortage” caused by rapid expansion of AI-focused data centers, which has spurred a sharp surge in demand and strong inflation in memory chips and SSD prices.
