iPhone 18 Pro could be more expensive than ever as Apple battles soaring memory costs

Apple could raise the price of its flagship iPhones when the iPhone 18 Pro and iPhone 18 Pro Max are unveiled later today, with sharply higher memory costs putting pressure on the company ahead of its biggest product launch of the year.

According to reporting from Bloomberg’s Mark Gurman, Apple is preparing to introduce its new Pro models during today’s ‘Surprise and shine’ event alongside the company’s first foldable iPhone. The launch comes as the technology industry contends with significantly more expensive memory components, increasing the cost of producing high-end smartphones.

Current estimates have placed the iPhone 18 Pro somewhere around the $1,249 to $1,299 mark in the US, while the larger iPhone 18 Pro Max could start at roughly $1,349 to $1,399. Apple has not confirmed pricing, however, and the final figures will not be known until the devices are officially announced.

The pressure is particularly significant this year because Apple is expected to concentrate its September lineup almost entirely on premium devices. Rather than introducing the regular iPhone 18 at the same time, reports suggest the standard model has been pushed into the first half of 2027.

That would leave the iPhone 18 Pro, iPhone 18 Pro Max and the expected foldable iPhone Duo representing Apple’s new iPhone hardware this fall. The foldable is reportedly set to start at $2,000, making it the most expensive entry-level iPhone Apple has ever offered.

Apple’s event begins today at 10 a.m. Pacific Time, or 6 p.m. in the UK, when the company is expected to confirm pricing, storage configurations and availability.