There has been growing criticism in Japan that Apple’s new iPhone 18 Pro and foldable iPhone Duo are excessively expensive, while further price increases for older models and delays in reflecting exchange-rate movements have also been cited.
Apple has announced the Japanese prices of its new iPhone 18 Pro and first foldable smartphone, the iPhone Duo, with the lowest prices for each model disclosed. The lowest-priced 18 Pro is reportedly ¥219,800, while the lowest-priced Duo is ¥364,800.
The Duo is reportedly priced at ¥364,800 for 256GB, ¥399,800 for 512GB, ¥469,800 for 1TB and ¥574,800 for 2TB, prompting a succession of reactions on social media that the prices were excessive.
Among the new models announced, the lowest-priced 18 Pro is the 256GB version at ¥219,800, also representing an increase from the previous 18 Pro. The iPhone 17 Pro had previously been increased to ¥194,800 in July.
Prices for the previous-generation iPhone 17 have continued to rise rather than returning to their former levels after the announcement. The 256GB model was priced at ¥129,800 at launch, rose to ¥142,800 in July and has now been increased further to ¥159,800.