Global smartphone prices have risen by an average of around 15% in 2026, while newly released smartphones are now around 25% more expensive than in the same period a year earlier. In Japan, pressure for an iPhone 18 price increase is under discussion, with measures to limit the effective cost attracting attention.
Since the start of 2026, global smartphone retail prices have risen by around 15%, with increases recorded for more than 40% of models. Newly released models can be, on average, 25% more expensive than in the same period a year earlier, partly due to surging memory prices.
By region, the largest increase is in India at 21%, followed by Asia-Pacific at 19% and the Middle East and Africa at 18%. Some analyses suggest that price increases are more moderate in regions with a higher proportion of premium models.
The iPhone 18 series is also expected to face upward price pressure. Higher component costs and memory shortages could have an impact despite prices remaining unchanged in the United States. In Japan, the effective amount paid will be important, and the view is that the cost will vary depending on the purchase method.
In terms of the outlook for prices in Japan, the iPhone 18 Pro is estimated at around ¥212,800 and the Pro Max at around ¥232,800, while a foldable iPhone could cost roughly ¥370,000. Options such as installment payments, trade-ins, and refurbished devices are being considered as ways to limit the effective cost.