Apple could make the iPhone 18 Pro more expensive, with rising memory and chip costs reportedly pushing the company toward another price increase.
According to Bloomberg’s Mark Gurman, Apple is facing the same supply-chain pressures that have already affected its Macs and iPads. Gurman says an iPhone price increase now “remains inevitable.”
iPhone 18 Pro could start at $1,199
Samsung and Google have already increased the prices of their latest smartphones by around $100.
If Apple follows the same approach, the iPhone 18 Pro could start at $1,199, compared with $1,099 for the iPhone 17 Pro.
That’s about a 9% increase, or roughly ₱74,000 based on a direct USD-to-PHP conversion.
For comparison:
- iPhone 17 Pro: $1,099 ≈ ₱67,800*
- iPhone 18 Pro: $1,199 ≈ ₱74,000*
Gurman considers a $100 increase fairly modest given the severity of the current memory shortage. That suggests Apple could absorb some of the higher component costs rather than passing everything to buyers.
Apple has already warned that rising expenses are putting pressure on its gross margins this quarter.
Apple could still charge more
Apple has room to increase prices further.
The company already raised prices across several major product categories earlier this year, with affected Macs and iPads increasing by around 23% on average.
However, a $100 iPhone increase would keep Apple’s flagship pricing broadly in line with Samsung’s latest premium phones while avoiding the much bigger price shock seen with some Macs and iPads.
Apple’s huge and loyal customer base could also give it more flexibility to raise prices.
Apple Upgrade could soften the increase
Apple’s new Apple Upgrade subscription program could make a more expensive iPhone easier to buy.
Instead of paying the entire price upfront, customers could spread the cost through monthly payments, potentially making a higher starting price feel less painful.
There is also evidence that the cost pressure behind the increase is significant. TrendForce recently estimated that the 256GB iPhone 18 Pro could cost around 38% more to build than the equivalent iPhone 17 Pro, largely because of soaring memory costs.
For now, Apple has not confirmed the iPhone 18 Pro’s pricing.
But if the latest reports are accurate, ₱74,000 could be the new starting point for Apple’s next Pro iPhone.