Apple is facing a significant pricing shift for its upcoming smartphone lineup, with the iPhone 18 Pro prices expected to surge by 10 to 20 percent compared to the previous generation Apple conference. According to estimates from TrendForce, the rising costs are driven heavily by a severe global shortage of memory components and escalating DRAM module expenses.
Apple Prepares for Steep Price Increases on iPhone 18 Pro Models
The upcoming hardware announcements arrive during a period of leadership transition at Apple. Following Tim Cook’s departure, John Ternus was officially named CEO on September 1, 2026. Ternus now oversees a restructured product rollout and supply chain impacted by industry-wide component challenges.
Detailed Price Projections Across Markets
The cost adjustments affect multiple regions, with base configurations starting at higher tiers for reduced storage capacities. In the United States, the starting price for the iPhone 18 Pro is projected to rise from $1,099 to a range between $1,249 and $1,299, representing an increase of $150 to $200. The iPhone 18 Pro Max is expected to start between $1,349 and $1,399, compared to the $1,199 starting price of its predecessor.
In France, where previous generation Pro models retailed starting at 1,329 € and 1,479 €, the new pricing structure pushes the ticket of entry higher:
- iPhone 18 Pro (256 GB): Expected between 1,479 € and 1,579 €
- iPhone 18 Pro Max: Expected between 1,649 € and 1,729 €
As a result, consumers will pay prices equivalent to older 512 GB models for versions containing only 256 GB of storage according to Les Numériques.
Escalating RAM Costs and Supply Chain Pressures
The primary driver behind the price spike is the cost of memory modules. Market analyses indicate that the cost of DRAM modules for the iPhone 18 Pro surged by nearly 400% in a single year. This global memory crisis has increased overall component costs by 38%, forcing Apple to alter its product strategy and reallocate manufacturing focus as reported by industry trackers.
To optimize logistics and manage supply constraints, Apple altered its release timeline. Standard entry-level models such as the iPhone 18 standard, iPhone 18e, and iPhone Air 2 are delayed until the spring of 2027, allowing the company to concentrate end-of-year production capacity on higher-margin premium hardware according to Jeuxvideo.com.
Hardware Improvements and New Lineup Additions
Apple intends to offset the consumer hesitation by integrating advanced technological upgrades into the new devices. The iPhone 18 Pro features an A20 Pro chip engraved in 2 nm, designed to boost raw performance for local artificial intelligence tasks under iOS 27 while improving energy efficiency. Additional hardware changes include LTPO+ OLED display panels, an updated 5G modem with satellite internet connection capabilities, and a 48-megapixel main camera sensor equipped with variable mechanical aperture for enhanced depth-of-field control.
Alongside the Pro lineup, Apple is introducing its first foldable device—referred to as the iPhone Ultra or iPhone Duo—which features a 7.8-inch inner display, a liquid metal hinge, and a slim 4.5 mm open chassis as detailed in hardware leaks. The foldable model carries an estimated US starting price around $2,300, with European estimates ranging between 2,599 € and 2,849 € according to TrendForce projections.
