Apple could raise iPhone prices when it introduces the iPhone 18 Pro lineup in September, with higher memory and silicon costs putting more pressure on the company after recent price increases across Macs, iPads, Apple TV, and Vision Pro.
Bloomberg reports that Apple has been watching Samsung and Google as both companies respond to higher component costs. Their latest flagship phones increased by around $100, which gives Apple a possible reference point for its own pricing decisions.
A similar increase would push the iPhone 18 Pro from $1,099 to $1,199, representing a rise of roughly 9%. Apple has already raised prices on some Macs and iPads by much larger percentages, so a $100 iPhone increase would remain relatively restrained compared with those changes.
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Apple has reasons to limit the iPhone price increase
Apple sells iPhones at far higher volumes than products such as the Mac Studio or Vision Pro, which makes pricing changes especially important. The company has also warned that higher component costs are affecting gross margins, suggesting Apple continues to absorb part of the increase rather than passing every additional expense to buyers.
Apple could also keep entry-level pricing more stable while applying larger increases to higher storage configurations, where customers already expect to pay more.
The foldable iPhone expected alongside the iPhone 18 Pro lineup creates another pricing question. Bloomberg says the device will cost more than $2,000, putting it well above the regular Pro models and positioning it as an ultra-premium option.
Apple is expected to introduce the iPhone 18 Pro, iPhone 18 Pro Max, its first foldable iPhone, and new Apple Watch models at an event around September 9.
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