Apple's new iPhone 18 Pro is expected to be unveiled at a September event, with prices forecast to rise by more than $100. The iPhone 18 Pro Max and a foldable smartphone are also expected to become more expensive, with component shortages and surging RAM prices cited as the factors behind the increases.
Apple's new iPhone is likely to be unveiled in September, with prices also expected to rise, Bloomberg's Mark Gurman reported. The iPhone 18 Pro is expected to cost around $1,200, representing a $100 increase from the current iPhone 17 Pro's $1,100 price.
The iPhone 18 Pro, expected to be announced in September, the iPhone 18 Pro Max expected around the same time, and a foldable smartphone, possibly called the Ultra, are also expected to become more expensive. The factors cited include RAM shortages driven by AI demand and tight supplies of electronic devices such as smartphones, laptops and game consoles.
According to reports from US media, Apple raised prices on some MacBook and iPad models and the HomePod in June 2026, with increases reaching as much as 33% for some models.
The expansion of investment in AI infrastructure has been cited as a factor behind surging RAM prices, while component shortages have been identified as a driver of price increases. However, Apple's profit margins are reportedly high, and some believe that price increases may be accepted on the strength of customer brand loyalty.