Apple customers bracing for a dramatic increase in iPhone 18 Pro pricing may get slightly better news when the company reveals its new flagship phones later today.
Apple is now expected to increase the price of the iPhone 18 Pro and iPhone 18 Pro Max by $100 each, according to Bloomberg’s Mark Gurman.
While a $100 increase would still make both phones more expensive than the models they replace, it is substantially below some predictions made during the run-up to Apple’s September event. Estimates from analysts and research firms had suggested increases of between $150 and $300 could be possible as Apple deals with sharply higher component costs.
Memory has been a particular problem across the technology industry, with the rapid expansion of AI infrastructure contributing to increased demand and prices. Apple already raised prices across several other product lines earlier this year but left iPhone pricing unchanged at the time.
If Gurman’s information is accurate, Apple appears prepared to absorb at least some of the increased cost rather than passing all of it directly to iPhone buyers. That could put the iPhone 18 Pro at around $1,199 in the United States and the iPhone 18 Pro Max at around $1,299, based on a straightforward $100 increase from their predecessors.
The final figures will be confirmed during Apple’s “Surprise and shine” event today. Pricing will be particularly closely watched this year as Apple prepares to introduce the considerably more expensive iPhone Duo alongside its conventional Pro models, with the foldable reportedly starting at around $2,000.