Apple’s iPhone 18 Pro and iPhone 18 Pro Max could be getting a much smaller price increase than previously feared.
According to Bloomberg’s Mark Gurman, Apple plans to increase U.S. pricing for both Pro models by $100 USD when they’re announced later today. That would put the iPhone 18 Pro at $1,199 USD, up from $1,099, while the iPhone 18 Pro Max would climb from $1,299 to $1,399. A $100 increase isn’t insignificant, but it’s considerably better than some predictions we’ve heard over the past few months.
In June, estimates suggested the iPhone 18 Pro could reach around $1,799 CAD as Apple grappled with sharply higher memory prices. Analyst Jeff Pu later warned that the Pro models could jump by as much as $300 USD. TrendForce offered another warning last week, estimating memory costs for a 256GB Pro model had increased nearly 400 percent year over year. Its projections pointed to a potential 10 to 20 percent increase across the iPhone 18 lineup. Gurman’s latest report suggests Apple will instead absorb a larger portion of those increased component costs.
Canadian pricing remains the big question. The iPhone 17 Pro currently starts at $1,599 CAD. Based on Apple’s recent Canadian pricing, a $1,199 USD iPhone 18 Pro could land around $1,749 CAD, although that’s only an estimate. We previously looked at how Apple’s exchange-rate strategy could affect Canadian iPhone 18 pricing.
After months of predictions reaching $200 and $300 USD, a $100 increase almost sounds reasonable. Almost. With virtually every other Apple product category already becoming more expensive this year, the iPhone was unlikely to escape untouched forever. If Gurman’s report is accurate, though, Apple may have found a middle ground between protecting its margins and avoiding the kind of price hike that makes upgrading considerably harder to justify.
Thankfully, we won’t have to guess much longer. Apple’s “Surprise and shine” event begins today at 1 PM ET/10 AM PT. Apple is expected to unveil the iPhone 18 Pro and Pro Max, along with its first foldable iPhone, now expected to be called the iPhone Duo.
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