The market anticipates a $100 price increase for the iPhone 18 Pro and Pro Max, bringing the starting prices to $1199 and $1299 respectively.
Previously, the Wall Street Journal estimated, based on component costs, that the iPhone 18 Pro might need to rise to $1299 if existing gross margins were maintained.
If the final price increase is only $100, it means Apple may rely on purchasing power, product mix adjustments, and some profit margin concessions to absorb the cost.
Referring to other manufacturers' flagship models, the Google Pixel 11 series did indeed see a general price increase of $100, but some models simultaneously increased storage and reduced RAM; the Samsung S26 series also nominally increased by $100, but with doubled basic storage, the actual price increase for the same capacity was only about $40, making a simple horizontal comparison impossible.
With AI demand crowding out storage capacity, phone manufacturers are beginning to weigh price increases, reduced specifications, and compressed profit margins. If Apple chooses a moderate price increase, it will be more conducive to maintaining replacement demand, but gross margin will become a more important factor to observe in subsequent financial reports.
