Apple CEO Tim Cook recently warned that iPhone price increases are “unavoidable,” but a new analyst forecast suggests the iPhone 18 Pro lineup may not get the huge price jump some buyers feared.
According to J.P. Morgan, Apple plans a smaller increase of around $50 to $100 for the iPhone 18 Pro models, which sounds far better than earlier estimates that pointed to a much sharper jump.
Price increases have become a major topic around the iPhone 18 Pro, especially after Cook said Apple can no longer fully protect customers from rising costs linked to parts and production.
The Wall Street Journal previously estimated that the iPhone 18 Pro could start at $1,399 or more, compared with the $1,099 starting price of the iPhone 17 Pro, based on Apple’s usual margins and higher component costs.
J.P. Morgan’s latest forecast gives buyers a more hopeful picture, as a $50 to $100 increase would keep the iPhone 18 Pro closer to last year’s pricing than many expected.
Apple May Be Setting Buyer Expectations Early
Cook’s warning also gives Apple room to prepare customers before the official launch, especially if the final price increase ends up smaller than the worst estimates.
For buyers waiting for the iPhone 18 Pro, the new report suggests the upgrade will still cost more, but the increase may stay within a more reasonable range.
