Apple Faces Premium Pricing Test with $200 iPhone 18 Pro Max Price Hike
Apple shares traded near $324 after hours as investors weighed a possible $200 iPhone 18 Pro Max price increase. The September launch tests whether premium pricing can protect margins without slowing upgrades. According to Morgan Stanley, this could be the 'most consequential' launch since the iPhone X.
A reported $200 increase would put the starting price of the Pro Max at $1,399, up 16.7% from the current model. Apple's latest results provide a strong base, with June-quarter iPhone revenue rising 22% to $54.25 billion and total sales climbing 16% to $109.42 billion.
The stakes are unusually large, as iPhone generated 49.6% of Apple’s latest quarterly sales, and Pro models drove its 22% growth. Chief Executive Tim Cook called it 'our strongest June quarter ever.'