iPhone 18 Pro Price Hike to Be Lower Than Expected

[MacRumors]

Apple will increase the price of its high-end iPhones by just $100 per model upon the announcement of the iPhone 18 Pro and iPhone 18 Pro Max, Bloomberg's Mark Gurman reports, which is a smaller bump than many had been bracing for ahead of today's event.

In June, Apple hiked the cost of all of its Macs, iPads, and home products in response to the global memory shortage, but chose to keep iPhone pricing intact at the time. That is widely expected to change today, with the iPhone 18 Pro and iPhone 18 Pro Max expected to come in at a higher price than their predecessors.

Gurman's $100 figure comes in well below some of the more dire predictions floated over the summer. Analytics firm IDC had suggested increases of up to $200 for the Pro models, while GF Securities analyst Jeff Pu warned 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, had also modeled a $150 to $200 jump. Apple appears to be absorbing more of that cost itself rather than passing all of it on to buyers.

Earlier this year, Apple took steps to soften the blow of rising prices by launching the Apple Upgrade program in the U.S. The Klarna-backed leasing plan allows customers to pay a monthly fee in perpetuity and swap their device out annually for the newest version. Wireless carriers could also help to ease iPhone "sticker shock" by offering aggressive installment plans and trade-in incentives, Gurman added.

Article Link: iPhone 18 Pro Price Hike to Be Lower Than Expected

 

[HouseLannister]

Gurman was fed fake news to leak to make customers think the device would cost $200-300 more and then it comes up as "only" $100 higher and we all breathe a sigh of relief. It was intentionally manipulative by Apple and it hasn't been the first time they've done that. They use people like Gurman to do market research under the guise of rumors.

 

[Falco McGregor]

Apple has more price elasticity than perhaps any other consumer tech brand, but even Apple knows there are limits. If Gurman’s pricing report is correct, Apple is thinking it’s better to take the hit on share price for reduced margins than the massive public relations — and subsequent sales hit — on raising prices by $200 or more dollars.

 

[Palliser]

We will very soon find out!

 

[Nyx1]

Last year already increase the price why not next year Apple must gifted us for suffering in 15th year with tim cook.

 

[The-Real-Deal82]

Even if it's 'only a £100 increase', thats still enough on an already very expensive phone for many people who are questioning what they are getting compared to last years Pro models.

If I did need to upgrade this year, I'd be getting a 17 Pro Max and saving a few hundred, not increasing my spend for little benefit.

 

[Hammerd]

If true that is the wisest decision they could make. People holding on longer to their phones, most 2026 upgraders bought their phone much cheaper

 

[slippery-pete]

Gurman was fed fake news to leak to make customers think the device would cost $200-300 more and then it comes up as "only" $100 higher and we all breathe a sigh of relief. It was intentionally manipulative by Apple and it hasn't been the first time they've done that. They use people like Gurman to do market research under the guise of rumors.

So Apple is responsible for this? Please point me to an article from a reputable source that confirms this and I'll happily admit I was wrong.


This board has become filled with negativity/dislike for Apple...and its Apple fan board!

 

[kiranmk2]

I think Apple was in a no-win with regards to share price. If they pass on the full RAM/NAND costs to maintain per phone margin they will sell less phones --> less profit; if they limit the price rise, they will sell more phones, but with a much smaller margin --> less profit. The Janu/Feb earnings call will be interesting to hear what why they've gone down whatever route they have (do they see supply increasing next year, meaning these prices will give them a bigger-than original margin next year etc)

 

[McWetty]

In one hand, iPhone is their bread and butter. They aren’t going to sacrifice it to the stock market gods. On the other hand, they’ve tried wild pricing twice before (iPhone 1 launch at $600 and iPhone X at $1000) and had to PR that sticker shock. So it’s a coin flip on how much margin they are willing to eat.

 

[easy4lif]

I called it in an earlier article that Apple’s gonna raise prices only by $100. Its gonna be ceo Ternus “one more thing” moment by beating analysts predictions of +$300.