# The iPhone 18 Pro price increase landed at $100

Source: https://idevice.com/the-iphone-18-pro-price-increase-landed-at-100
Published: 2026-09-09

> Apple raised the Pro by $100 to $1,199 with 256GB standard, less than the summer estimates, and a 2TB tier appears for the first time.

The [iPhone 18 Pro](https://idevice.com/phones/iphone-pro/roadmap) starts at $1,199 and the [iPhone 18 Pro Max](https://idevice.com/phones/iphone-pro/roadmap/iphone-18-pro-max) at $1,299, both with 256GB of storage as the base configuration. That is $100 more than the equivalent iPhone 17 Pro and Pro Max, and Bloomberg's Mark Gurman had predicted the $100 figure before the event, against a summer of analyst estimates that pointed at a steeper jump. Both models now offer a 2TB option for the first time, above the previous 1TB ceiling. Apple is also selling them through its upgrade program from $34.99 a month over 24 months, and [the last leak before the keynote had the price right](https://idevice.com/the-last-leak-before-the-keynote-was-the-only-one-with-the-right-price).

The restraint reads differently once you put it beside the rest of Apple's year. Mac, iPad and home product prices all went up earlier in 2026, during a global memory shortage that pushed component costs up across the industry, so the iPhone is arriving late to a run of increases rather than starting one. The trade-in numbers are worth doing the arithmetic on before you preorder anything. Apple will take an iPhone 14 or newer and put up to $1,200 against the purchase, which is more than the iPhone 18 Pro costs.