Apple Plans Major Price Hikes and New iPhone Ultra

Apple Inc. is implementing significant price increases across its flagship product lineup, including iPhones, Apple Watches, and AirPods, as it shifts toward a premium luxury brand identity. The company is reportedly planning a $100 price increase across its entire iPhone portfolio, including existing models and the upcoming iPhone 18 series.

Specific projections for the iPhone 18 Pro suggest a starting price of $1,399, representing a $300 increase over the iPhone 17 Pro. A new iPhone Ultra model may exceed $2,000, and Apple may eliminate the standard iPhone 18 to focus exclusively on high-end devices. Apple Watch Series 11 and its Ultra variant are expected to increase by $50 to $100.

These hikes are driven by inflation, global supply chain disruptions, and a 40% increase in the bill of materials for the iPhone 18 Pro, specifically due to chip shortages and rising costs for DRAM and NAND components. To address affordability and create recurring revenue, Apple is introducing a leasing program where users pay monthly fees for devices that remain company property unless purchased at the end of the term.

A launch event for the iPhone 18 Pro, iPhone 18 Pro Max, and the new iPhone Ultra is rumored for September 8.