IPhone 18 Pro May Have a Surprisingly Modest Price Increase

By Reagan Mashavave

iPhone 18 Pro May Have a Surprisingly Modest Price Increase

Apple's upcoming iPhone 18 Pro and iPhone 18 Pro Max are expected to launch next month alongside the foldable iPhone Ultra. One of the biggest questions surrounding these devices is the extent of their price hikes compared to their predecessors.

According to Apple insider Mark Gurman, the Cupertino-based tech giant may be taking cues from its competitors, Samsung and Google, to keep the price increase relatively modest. Both the Galaxy S26 series and the Pixel 11 lineup saw price bumps of around $100, which is lower than some of the more pessimistic forecasts for the iPhone 18 Pro.

If Apple follows this pattern, the starting price of the iPhone 18 Pro could be around $1,199, representing a 9% increase over the iPhone 17 Pro's $1,099 launch price. This would be a more palatable increase for consumers compared to the 23% average price hike seen across Apple's other major product categories, such as iPads and Macs.

However, if Apple were to match the price increases of its other products, the iPhone 18 Pro could see a $250 price jump, putting it at around $1,350. This would align with the price bumps seen on devices like the MacBook Air and iPad Air, which rose by $200 and $150, respectively.

Gurman suggests that Apple may opt for a "fairly modest bump" and absorb some of the increased production costs to avoid "sticker shock" and maintain a competitive pricing strategy. This move also aligns with the company's recent warnings to investors about the pressure on its gross margins in the fourth quarter.

As the launch of the iPhone 18 Pro approaches, consumers can expect a more nuanced understanding of the device's pricing strategy and how it compares to its rivals in the premium smartphone market.