Apple announced its foldable smartphone, the “iPhone Duo,” and the new “iPhone 18 Pro,” and released their prices in Japan. The Duo starts at ¥364,800 for 256GB, while the 18 Pro is priced at ¥219,800. Price increases for the previous year's models were also reported.
On 9 September, Apple announced its first foldable smartphone, the “iPhone Duo,” and the “iPhone 18 Pro.” In Japan, the Duo is priced at ¥364,800 for 256GB, ¥399,800 for 512GB, ¥469,800 for 1TB and ¥574,800 for the top-end 2TB model. The 18 Pro is priced at ¥219,800, ¥40,000 more than last year's iPhone 17 Pro.
Immediately after the announcement, the price of the current iPhone 17 was revised to ¥159,800. It was priced at ¥129,800 at launch and, after an interim increase, has risen by ¥30,000 in 1 year. The 256GB iPhone 17 increased from ¥142,800 at launch to ¥159,800 at its current price.
Against the backdrop of Apple's broad price increases, the official US store has raised the iPhone Air from $999 to $1,099 and the iPhone 17 from $799 to $899. The same $100 increase was applied to older models, affecting the lineup as a whole. Rising memory costs are also having a global impact. According to an August 2026 report from TrendForce, the share of memory costs in product costs jumped from 10% to more than 30% in 1 year.