Around the launch of the new iPhone 18 Pro, docomo and au significantly cut the customer cost of existing models, while the Apple Store raised device prices from their previous levels and other carriers continued to trend toward price increases.
After the new iPhone 18 Pro was announced in September 2026, some carriers significantly cut the customer cost of existing models. au set its lowest price at ¥22,900 by combining a two-year return program with an MNP transfer, and docomo implemented a similar price cut.
The new model is priced from ¥219,800, according to reports at the time of its announcement. The Apple Store generally does not cut prices when new products are announced, and existing models have tended to remain priced higher than those offered by other carriers.
In the latter half of September, carriers including SoftBank implemented further price increases, accompanied by changes in inventory levels and pricing. Discounts on older iPhone 17 and 16 models have been more difficult than in previous years, leading to the view that expectations for price cuts are limited.
Overall, this year has seen price increases after the announcement of new models and significant cuts in customer costs taking place concurrently. Future pricing may change depending on additional information about the new model and currency trends.