Apple is reportedly preparing to increase iPhone prices alongside the launch of its upcoming iPhone 18 lineup, according to sources cited by Bloomberg’s Mark Gurman. The company had notably avoided raising smartphone prices during its earlier summer price adjustments to other product categories, but is now expected to implement increases when it unveils the new models at its traditional September event.
Manufacturing costs have risen substantially due to ongoing global memory shortages, prompting widespread price increases across the tech industry. Apple previously raised prices on various devices by significant amounts—the iPad Air increased by $150, the MacBook Air by $200, and the Mac Studio by $500. Industry analysts suggest the company may increase iPhone prices by approximately $100, potentially bringing the base iPhone 18 Pro model to around $1,199.
Apple faces competing pressures in determining how aggressively to raise prices. While the company may benefit from customer loyalty to its iOS ecosystem, it must also contend with competitors like Samsung and Google, which limited smartphone price increases to roughly $100. Additionally, Apple’s newly introduced Upgrade program—a device leasing model—could help offset customer resistance to higher prices by offering more affordable monthly payment options.
Consumers seeking clarity on pricing will likely receive answers at Apple’s upcoming September event, where both the new iPhone lineup and potential pricing strategies are expected to be unveiled.
Originally reported by Mashable →
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