Apple Hikes iPhone Prices Ahead of Foldable iPhone Launch
Apple's upcoming product launch under new CEO John Ternus is expected to bring significant price hikes across its iPhone lineup. The company will introduce its first foldable iPhone, alongside the iPhone 18 Pro and Pro Max. According to TrendForce estimates, memory costs for the 256-gigabyte iPhone 18 Pro have quadrupled compared to last year.
TrendForce projects that Apple will raise prices by 10% to 20%, making the iPhone 18 Pro as expensive as $1,319, up from $1,099 for the iPhone 17 Pro. The first foldable iPhone is estimated to start between $2,099 and $2,299.
However, KeyBanc analyst remains cautious about Apple's pricing strategy, warning that a large price increase could ease gross margin pressure but hurt unit volumes and invite sticker shock, while a more selective increase leaves the margin question open.