TrendForce analysts expect the iPhone 18 Pro to cost approximately $100 more than the iPhone 17 Pro. The primary reason is a sharp rise in memory costs: for the 256 GB storage model, the cost of goods has nearly quadrupled over the past year. Experts note that even reductions in spending on other components cannot offset such an increase, making a retail price hike increasingly likely. Apple has already raised prices on Mac, iPad, and Apple TV over the summer, but in the case of iPhone, the company has so far tried to keep prices in check.
According to TrendForce, Apple will not fully pass the increased costs on to consumers. Rather than a sharp price jump, the company will likely focus on growing services revenue and avoid alienating its audience. Analyst Jeff Pu had previously suggested a more substantial increase of $250–$300, but the new forecast appears more conservative. Apple's Upgrade Program, which allows customers to pay for devices in installments, may help ease the financial burden on buyers.
Additional estimates were provided by analysts at KeyBanc Capital Markets. They expect Apple to unveil the iPhone 18 Pro, iPhone 18 Pro Max, and the first foldable iPhone — potentially named Fold or Ultra — at a September 9 event. KeyBanc forecasts more significant price increases: the iPhone 18 Pro at $1,249, the Pro Max at $1,399, and the foldable model at around $2,199. The bank maintains a cautious stance on Apple stock with a price target of $250 against a current market price of approximately $325.
KeyBanc also estimates total iPhone 18 production volume at approximately 80 million units for Q4 of fiscal year 2026 and Q1 of fiscal year 2027, compared to 91 million in the prior year. The decline is attributed to the absence of a base iPhone 18 model. However, higher prices and an expanded product mix are expected to partially offset the volume decline.
Historically, Apple shares tend to weaken on the day new iPhones are announced: over the past five years, the stock has declined an average of 0.72% on the day of the presentation and a further 1.22% over the following five trading days. Exact prices and device specifications will be known following the official announcement.