# Samsung and Google boxed in the iPhone 18 Pro price

Source: https://idevice.com/samsung-and-google-boxed-in-the-iphone-18-pro-price
Published: 2026-08-24

> A $1,199 Pro would be a 9% rise, and well under the $1,299 to $1,399 analysts had been projecting.

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](https://idevice.com/phones/iphone-pro/roadmap) at $1,199, up from the $1,099 the [iPhone 17 Pro](https://idevice.com/phones/iphone-pro/roadmap/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](https://9to5mac.com/2026/08/24/iphone-18-pros-new-price-might-be-better-than-expected/).

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](https://www.digitaltrends.com/phones/the-iphone-18-pro-could-cost-1199-and-thats-with-apple-showing-restraint/) 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.

## Sources

- [9to5Mac](https://9to5mac.com/2026/08/24/iphone-18-pros-new-price-might-be-better-than-expected/) (9to5Mac)
- [Digital Trends](https://www.digitaltrends.com/phones/the-iphone-18-pro-could-cost-1199-and-thats-with-apple-showing-restraint/) (Digital Trends)