iPhone 18 Prices Could Rise by $100 as Memory Shortage Persists [Report]

Apple is likely to raise iPhone prices this fall as ongoing memory shortages continue to drive up component costs, according to Mark Gurman. While the exact increase remains unclear, he says a $100 hike, matching recent price increases from Samsung and Google, is one possible scenario.



Apple has reportedly been watching how Samsung and Google responded to higher memory costs, with both companies raising prices on their latest flagship smartphones by about $100. A similar increase would bring the starting price of the iPhone 18 Pro to $1,199.


The potential increase follows Apple's recent price hikes across much of its Mac and iPad lineup, driven by the same global memory shortage. Two months ago, the company raised prices across Macs, iPads, and other products by an average of 23 percent, including $200 increases for the MacBook Air and $500 increases for the Mac Studio. During its latest earnings call, Apple also warned that higher component costs would pressure gross margins, suggesting the company is absorbing part of the added expense instead of passing it entirely to customers.

A $100 hike would represent a relatively modest adjustment given the severity of the memory shortage. It would keep the iPhone broadly aligned with Samsung's premium pricing while avoiding the steeper increases seen across the Mac and iPad lineup. Gurman also notes that Apple has room to charge more given the iPhone's loyal customer base. The company recently introduced the Apple Upgrade subscription program, which spreads the cost of a new device over monthly payments and could lessen the impact of any price increase.

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