Apple could face sharply higher production costs with the iPhone 18 Pro, as memory prices for the upcoming flagship are expected to rise by nearly 400% compared with last year’s model. The increase adds more pressure on Apple’s hardware margins and makes a higher retail price increasingly likely.
TrendForce says memory costs for the 256GB iPhone 18 Pro during the third quarter of 2026 are expected to reach almost four times the level Apple paid a year earlier. Apple has reportedly negotiated lower prices for some other components, although those savings are unlikely to fully offset the increase in memory expenses.
| Model | Expected pricing change |
|---|---|
| iPhone 18 Pro | Around $100 higher than iPhone 17 Pro |
| iPhone Ultra | Up to $2,299 starting price |
| Top iPhone Ultra configuration | Could exceed $3,000 |
Apple is still expected to absorb part of the higher manufacturing cost rather than passing the full increase on to buyers. Current estimates point to the iPhone 18 Pro costing around $100 more than the iPhone 17 Pro, which would keep the increase more manageable despite the much larger jump in component costs.
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TrendForce also expects Apple to rely more heavily on Services revenue as hardware margins come under pressure. Large iPhone price increases can also push customers to keep their devices longer, especially when consumer spending remains cautious.
The report also points to much higher pricing for Apple’s first foldable iPhone, referred to as the iPhone Ultra, which could start as high as $2,299. Higher-storage versions could push beyond $3,000, placing the foldable model well above Apple’s current Pro lineup.
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