Apple will raise the price of its high-end iPhones by just $100 per model when it announces the iPhone 18 Pro and iPhone 18 Pro Max, Bloomberg» reports Mark Gurman, which is a small bump that many were expecting before today’s event.
In June, Apple raised the price of all its Macs, iPads and home products in response to the global memory shortage, but chose to keep the price of the iPhone unchanged at the time. That’s largely expected to change today, with the iPhone 18 Pro and iPhone 18 Pro Max expected to be priced higher than their predecessors.
Gurman’s $100 figure is far lower than some of the darker predictions made over the summer. Analytics firm IDC had suggested increases of up to $200 for Pro models, while GF Securities analyst Jeff Pu warned that costs for the A20 Pro chip, RAM and storage could push prices up to $300. TrendForce, citing memory chip costs rising nearly 400% year over year, had also modeled an increase of $150 to $200. Apple appears to be absorbing more of that cost itself rather than passing it all on to buyers.
Earlier this year, Apple took steps to soften the blow of rising prices by launching the Apple Upgrade program in the United States. The Klarna-backed rental plan allows customers to pay a monthly fee in perpetuity and trade in their device every year for the most recent version. Wireless carriers could also help alleviate iPhone “sticker shock” by offering aggressive installment plans and trade-in incentives, Gurman added.
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