iPhone 18 Pro Prices Estimated Ahead of Apple Event Next Week

Less than a week before Apple debuts new iPhone 18 Pro models, research firm TrendForce has estimated the prices of the devices based on the latest hardware cost environment. TrendForce's price estimates compared to last year's models look like this: Model Starting Price Model Starting Price Change iPhone 17 Pro $1,099 iPhone 18 Pro $1,249-$1,299 +$150 to +$200 iPhone 17 Pro Max $1,199 iPhone 18 Pro Max $1,349-$1,399 +$150 to +$200 Apple is likely to raise iPhone 18 Pro and iPhone 18 Pro Max prices by around 10-20% compared to last year's Pro models, according to the firm. Taking TrendForce's June forecast of a 14-18% increase, which fits within its latest broader 10-20% range and translates more neatly to Apple's typical pricing scheme, we could see the iPhone 18 Pro starting price jump to between $1,249-$1,299 and the iPhone 18 Pro Max between $1,349-$1,399. Meanwhile, TrendForce expects prices for Apple's first foldable iPhone (aka "iPhone Ultra") to start anywhere between $2,099-$2,299, with the highest storage option potentially exceeding $3,000. The regular iPhone 18 model is not expected to debut until spring 2027. Nevertheless, TrendForce expects the same general 10-20% price increase to apply to that device as well. The overriding reason for the price increases is memory costs. TrendForce says the cost of a 256GB memory chip has risen nearly 400% year-on-year, while its separate analysis puts the overall bill of materials (BOM) for a 256GB Pro model at around 38% more over the same period. That said, Apple is expected to absorb some of that increase via lower margins, rather than passing the full cost onto consumers. Last year, Apple managed to avoid raising the price of the iPhone 17 Pro Max, and only marginally raised the iPhone 17 Pro price in the U.S. year-on-year by $100. This year, however, the insatiable AI infrastructure buildout has made memory costs even more expensive, effectively holding the rest of the electronics industry to ransom. And things don't look like they're going to get any better anytime soon. We will find out the real prices during Apple's "Surprise and shine" event on Wednesday, September 9. Popular StoriesiPhone 18 Pro and iPhone Ultra: When is the Next Apple Event?Thursday August 13, 2026 7:11 am PDT by Joe RossignolIt is now mid-August, meaning that Apple's annual iPhone event is just around the corner. Below, we take a look at when the event might be held this year. This September, Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and an all-new foldable iPhone that will reportedly be named the iPhone Ultra. The regular iPhone 18, a lower-end iPhone 18e, and the iPhone Air 2 are not...iPhone 18 Pro and iPhone Ultra: New Details Leak as Apple Event Nears"iPhone Ultra" supply will be very limited when the foldable device is first released later this year, according to Fixed Focus Digital, a known leaker on the Chinese social media platform Weibo. The account also claimed that the iPhone 18 Pro's A20 Pro chip will be up to 18% faster and up to 30% more power efficient compared to the iPhone 17 Pro's A19 Pro chip. The A20 Pro chip will be the...iPhone 18 Pro and iPhone Ultra: When Will Apple Event Be Announced?It is now late August, meaning that Apple's annual iPhone event is just around the corner. Below, we take a look at when the event might be held this year. This September, Apple is expected to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and an all-new foldable iPhone that will reportedly be named the iPhone Ultra. The regular iPhone 18, a lower-end iPhone 18e, and the iPhone Air 2 are not...