Apple is expected to unveil iPhone 18 Pro models on Sept. 9 with U.S. starting prices projected at $1,249 to $1,399, as higher memory costs push prices above last year’s levels.. TrendForce estimates the iPhone 18 Pro will start at $1,249 to $1,299, while the iPhone 18 Pro Max will start at $1,349 to $1,399.
That would mark a 10% to 20% increase from the iPhone 17 Pro, which started at $1,099.. Memory costs for the 256GB Pro model in the third quarter of 2026 are estimated to be nearly 400% higher than a year earlier, according to 9to5Mac’s reporting on TrendForce data. TrendForce also estimates total component costs for the 256GB iPhone 18 Pro are up 38% from the equivalent iPhone 17 Pro model..
The price pressure is also affecting Apple’s foldable iPhone Ultra. Bloomberg’s Mark Gurman reported that Apple had originally targeted a $1,999 starting price for the device but raised that to roughly $2,199 after memory chip price increases, with the highest-end version potentially nearing $3,000..
Tim Cook called the memory shortage a “hundred-year flood” and said “price increases are unavoidable” on his final earnings call as chief executive, according to Reuters. Cook became Apple’s executive chairman on Sept. 1 after handing the chief executive role to John Ternus..
Jeff Pu of GF Securities has predicted the Pro models could cost $200 to $300 more than their predecessors because of higher costs for processors, DRAM and NAND storage.. The iPhone 18 Pro and Pro Max are expected to include Apple’s A20 Pro chip built on 2nm technology, a triple 48-megapixel rear camera system, up to 12GB of RAM and Apple’s in-house 5G modem..
The iPhone Ultra is reported to feature a 7.8-inch folding display, a 5.5-inch cover screen and a titanium-and-aluminum hinge with what Gurman described as a “practically invisible” crease.. Standard non-Pro models, including the base iPhone 18, are reportedly delayed until spring 2027, leaving the fall launch focused only on premium models..
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