Mark Gurman reported at Bloomberg that Apple has been watching how Samsung and Google responded to higher component costs, and that both raised prices on their latest phones by about $100. Matching that would put the iPhone 18 Pro at $1,199, up from the $1,099 the iPhone 17 Pro starts at, and the Pro Max at $1,299. “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,” Gurman wrote. Analysts had been predicting a base price of $1,299 or $1,399.
Neither Android rival escaped the same costs. Google’s Pixel 11 Pro is $1,099 and the Pro XL $1,299, and Google has confirmed that rapidly rising memory costs were forcing it to adjust. Samsung’s Galaxy S26 starts at $899.99 and the S26 Plus at $1,099.99, both about $100 above their predecessors. A couple of months ago the outlook was uglier, and IDC revised its expectations after Apple sharply increased Mac and iPad prices, putting the Pro nearer $1,299. Apple has not announced the iPhone 18 Pro, and previous reports point to steeper increases on the 512GB and larger models.