Apple is preparing to raise iPhone prices as the company faces the same memory and chip supply pressures affecting its broader product lineup, Bloomberg’s Mark Gurman said.
In the latest edition of his Power On newsletter, Gurman said a price increase for the iPhone “remains inevitable” as Apple grapples with rising component costs.
Apple has already increased prices across nearly every major product category, with Macs and iPads affected by the latest round of increases rising by roughly 23% on average. The iPhone is now expected to face similar pressure.
Apple has reportedly been closely monitoring pricing decisions by Samsung and Google, both of which have raised prices for their latest smartphones by around $100.
If Apple follows suit, the starting price of the iPhone 18 Pro could rise to about $1,199, compared with $1,099 for the current iPhone 17 Pro — an increase of roughly 9%.
Given the severity of the ongoing memory shortage, Gurman described such an increase as a “fairly modest bump,” suggesting Apple could absorb part of the additional costs rather than pass them entirely on to consumers.
The company has already warned of pressure on its gross margins this quarter, indicating that rising expenses are not being fully reflected in product prices.
Apple also has incentives to avoid a sharper increase. A $100 hike would keep the iPhone broadly aligned with Samsung’s pricing while avoiding the kind of “sticker shock” associated with the much larger price increases seen across some Mac and iPad models.
However, Gurman believes Apple has room to raise prices further, citing the company’s loyal customer base and the significantly larger increases already imposed on other products.
Apple’s new Upgrade subscription program could also help cushion the impact of higher prices by allowing customers to spread the cost through monthly payments rather than paying the full amount upfront.
By Vafa Guliyeva
