Apple customers could soon face higher iPhone prices, but a new analyst forecast suggests the increase may not be as steep as some early estimates indicated.
The debate around iPhone pricing intensified after Apple Chief Executive Tim Cook recently acknowledged that higher prices are likely on future devices. His comments sparked concerns that the upcoming iPhone 18 Pro lineup could see one of the biggest price jumps in years.
Speaking to The Wall Street Journal, Cook said Apple has been trying to absorb rising costs for as long as possible, but doing so is becoming increasingly difficult.
“Unfortunately, price increases are unavoidable,” Cook said, adding that the company has worked to protect customers from rising costs but the situation has become harder to sustain.
Following those remarks, some analysts and industry watchers predicted that Apple could significantly increase the starting price of the iPhone 18 Pro. Estimates from The Wall Street Journal suggested the device could start at around $1,399, compared with $1,099 for the current iPhone 17 Pro.
However, a fresh report from J.P. Morgan paints a less dramatic picture.
Smaller increase expected
According to the investment bank, Apple is more likely to raise iPhone 18 Pro prices by around $50 to $100. While that would still represent an increase, it would be far below some of the more aggressive forecasts that emerged after Cook’s comments.
The prediction also aligns more closely with earlier expectations from respected Apple analyst Ming-Chi Kuo, who had suggested that the base iPhone 18 Pro could retain its current pricing, with any increases focused on higher storage versions.
Rising component costs are believed to be one of the main reasons behind the expected price adjustments. Industry analysts point to more expensive memory, storage, and camera hardware as factors putting pressure on Apple’s profit margins.
Some observers believe Cook’s public warning may have been aimed at preparing consumers for possible increases ahead of the iPhone 18 launch. If Apple ultimately introduces only modest price hikes, customers may view the final pricing more favourably than they would have without that warning.
For now, Apple has not announced official pricing for the iPhone 18 Pro lineup, leaving room for speculation until the company unveils the devices next year.
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