Apple to Raise iPhone 18 Pro Prices Amid Component Cost Spikes

Apple Inc. is expected to raise retail prices for its upcoming iPhone 18 Pro and Pro Max lineups to offset a significant surge in manufacturing costs. According to Counterpoint Research, the bill of materials for the 1TB iPhone 18 Pro Max could increase by $300 to $350 compared to the previous generation, potentially reaching nearly $900 per unit.

This cost spike is driven by unprecedented market shortages in NAND and DRAM memory, as well as the integration of a new 2nm SoC processor and a variable-aperture main camera. While display panel costs are projected to decline, the savings are insufficient to counter the rising memory costs, which may exceed $250 per unit for high-capacity models. Tim Cook described the memory price volatility as unprecedented in his 40-year career.

To protect profit margins, analysts predict an average retail price increase of $200. The iPhone 18 Pro base price may rise to $1,300, while the Pro Max could see a $300 increase. In addition to pricing shifts, leaks indicate the iPhone 18 Pro Max will feature a larger battery up to 5,567mAh and a new stainless steel vapor chamber cooling system, making the device heavier and thicker than its predecessor.

Apple is expected to announce the new lineup, which may include an iPhone Ultra, in early September 2026.