Apple is reportedly preparing to raise the price of the iPhone, with higher component costs expected to put pressure on the upcoming iPhone 18 Pro lineup.
According to Bloomberg’s Mark Gurman, as reported by MacRumors, Apple is facing the same memory and chip supply pressures that recently led the company to increase prices across other product categories, including selected Mac, iPad, Apple TV and HomePod models.
The report suggests an iPhone price increase is now becoming increasingly likely, particularly as rival smartphone makers have already moved in the same direction. Samsung and Google have both raised prices on recent devices by around $100, giving Apple more room to make a similar change without standing out from the wider market.
If Apple followed that approach, the iPhone 18 Pro could start at $1,199, up from the $1,099 starting price of the current iPhone 17 Pro. That would represent a roughly 9% increase, smaller than some of the price rises recently applied to other Apple products.
Apple is said to be dealing with a significant rise in memory costs, one of the key components used across the iPhone, iPad and Mac. While the company could absorb some of those costs itself, the report suggests at least part of the increase may now be passed on to customers.
The timing is notable given Apple recently warned of pressure on gross margins, suggesting higher costs are already affecting the company’s financial outlook. A modest iPhone price rise could help protect margins while avoiding the sharper increases seen across some other product lines.
Apple is also expected to lean on its new Apple Upgrade program, which allows customers to spread the cost of an iPhone over monthly payments rather than paying the full price upfront. That could make a higher starting price feel less significant to customers upgrading through a subscription-style plan.