Apple could raise the price of its iPhone 18 Pro and iPhone 18 Pro Max models by as much as 20 percent, according to a report from Italian tech outlet Hardware Upgrade. The publication attributes the potential increase to a sharp rise in what Apple pays for memory components, which it says have jumped 400 percent.
Hardware Upgrade reports that the cost surge is tied to memory chips used in the upcoming flagship devices. The outlet does not specify a launch date or exact pricing in the available summary, but the report links the higher bill of materials directly to Apple’s pricing strategy for the Pro lineup.
The news arrives as Apple prepares for a busy fall season. Other reports in the same feed, including from ANSA and Yahoo Finanza, point to an Apple keynote scheduled for September 9, where the company is expected to showcase its first foldable iPhone. That event, led by John Ternus, may also include updates on artificial intelligence features and other hardware, according to the cited outlets.
If the memory cost increase is accurate, it would mark a significant shift for Apple, which has historically absorbed some component price hikes to keep device prices stable. A 20 percent jump on the Pro models would be notable, as those devices already sit at the top of Apple’s price range.
Hardware Upgrade’s report is based on supply chain sources and does not include confirmation from Apple. The company has not publicly commented on the matter.
What to watch next: Whether Apple confirms any price changes during its September 9 event, and how the foldable iPhone launch factors into its broader product lineup.
