RESOLVING THE LEDGER
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See the full story · 2 sourcesGo to the 9to5Mac home page Switch site 9to5Toys 9to5Google Logo 9to5Google Electrek Drone DJ Logo DroneDJ Space Explored About Privacy Toggle social menu Toggle dark mode Search for: Submit Toggle search form Forums Store Podcasts Apple@Work Happy Hour 9to5Mac Daily Overtime iPhone iPhone Mac Mac MacBook Pro MacBook Air iMac Mac mini Mac Studio Mac Pro iPad iPad Pro iPad Air iPad mini iPad iPadOS Watch Apple Watch Apple Watch Ultra Apple Health Apple Watch SE Vision Vision Pro visionOS Music and TV Apple Music AirPods HomePod Apple TV Guides Reviews How Tos AAPL Apple Store Apple Arcade Apple Card Apple Silicon Apple One Apple Fitness+ CarPlay Siri HomeKit Toggle dark mode iPhone iPhone 18 Pro iPhone 18 Pro Max iPhone 18 Pro’s new price might be better than expected Ryan Christoffel | Aug 24 2026 - 11:22 am PT 1 Comment Apple will launch the iPhone 18 Pro soon, and a new report indicates its price might not be as high as several analysts have suggested. Here are the details.
Apple will unveil its flagship iPhone 18 Pro very soon , with the September event likely to be announced in the next week.
While there’s a lot we already know about iPhone 18 Pro, including rumored camera upgrades , design updates , and more —pricing remains a big question mark.
Based on rising component costs for memory, storage, and a new camera system, analysts have predicted iPhone 18 Pro pricing that starts at $1,299 or $1,399. That’s just for the base model.
But the price might not be so bad after all. Mark Gurman writes at Bloomberg :
The company has been watching how Samsung and Google respond to higher component costs. Both raised prices on their latest phones by about $100. Matching that would put the iPhone 18 Pro at $1,199, up about 9%. Given the severity of the memory crunch, that would be a fairly modest bump and suggest Apple is absorbing some of the added costs itself. The company has already warned of pressure on gross margins this quarter — a sign it’s not passing on all of its growing expenses.
Apple has reasons not to push too far. A $100 increase would keep the iPhone broadly in Samsung’s pricing territory and avoid the sticker shock of the steeper hikes imposed on some Macs and iPads.
$100 increases would mean going from $1,099 to $1,199 for iPhone 18 Pro and $1,199 to $1,299 for iPhone 18 Pro Max.
Previous reports have indicated Apple might reserve more significant increases for its higher storage models. If the company does stick to $100 increases for entry 256GB models, we could still see $150 or $200 increases on models with 512GB, 1TB, and above.
What do you think the iPhone 18 Pro will cost? Let us know in the comments.
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Ryan got his start in journalism as an Editor at MacStories, where he worked for four years covering Apple news, writing app reviews, and more. For two years he co-hosted the Adapt podcast on Relay FM, which focused entirely on the iPad. As a result, it should come as no surprise that his favorite Apple device is the iPad Pro.
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