Apple is preparing to raise prices on its products, and the top-tier Pro version may be the first to take the hit. Tim Cook warned that prices would increase, and now analysts have estimated by how much. According to calculations by The Wall Street Journal, the base iPhone 18 Pro model could go up from $1,099 to $1,299 — a roughly $200 increase. The reason is rather mundane: memory costs have risen sharply, not because of any revolutionary new features.
Preparing for a serious iPhone price increase
Why iPhone Prices Are Rising in 2026
The conversation about new price tags was sparked by a statement from Apple’s CEO. Tim Cook said directly that the company would be raising device prices, and against this backdrop, WSJ made its own calculations for the next-generation flagship. The journalists didn’t speculate about design or cameras — instead, they went with the most down-to-earth factor: the cost of components.
It was assumed that the initial price increase would not be this significant
And this is where things get interesting. According to TechInsights analysts, 12 GB of RAM has increased in price to approximately $145, compared to $39 for the current generation. The cost of 256 GB of built-in storage also jumped, from $13 to $51. Memory prices are rising across the entire market — from laptops to servers — and Apple is no exception.
The surge in chip prices has been largely fueled by the artificial intelligence boom. Data centers are buying up memory in massive quantities, demand is significantly outpacing supply, and ultimately this impacts everyone, including regular smartphones. So it’s not just the iPhone getting more expensive — the entire component market is, and Apple just happens to be one of the most visible players in this wave.
How the iPhone 18 Pro’s Manufacturing Cost Has Changed
To understand the logic behind this figure, you need to look at the full manufacturing cost. According to WSJ’s estimate, assembling a base iPhone 18 Pro could cost approximately $726, compared to $582 for the iPhone 17 Pro. The entire difference comes from more expensive components, with memory being the main culprit.
The new camera will also affect the price
Then simple margin arithmetic kicks in. Currently, Apple earns about 47% net profit on the base iPhone 17 Pro — meaning nearly half the retail price has nothing to do with manufacturing cost. To maintain the same profit per device, the company, according to the publication’s calculations, would need to raise the price by approximately $200. Without doing so, margins would inevitably shrink given the increased costs.
What Is Known About the iPhone 18 Pro Price So Far
It’s important not to be misled here. This is about journalists’ calculations, not a finalized decision by Apple itself. The specific iPhone 18 Pro price has not been announced by the company, and the smartphone itself hasn’t even been unveiled yet.
Ultimately, the base iPhone 18 Pro price will increase to $1,299
There are exactly two confirmed points in this whole story: Tim Cook’s statement about prices and the fact that memory prices have risen. The $1,299 figure is WSJ’s forecast, built on current manufacturing costs and the desire to maintain margins. Apple could very well absorb part of the cost increase, restructure the memory configuration in the base version, or come up with something entirely different.
It’s also worth remembering the format of such forecasts. Analysts calculate based on publicly available component data, but actual supplier contracts are not visible to outsiders. Apple may well have volume discounts that smaller competitors lack, in which case the final markup could be significantly less than $200.
Should You Wait for iPhone 18 Pro or Buy iPhone 17 Pro Now
If you weren’t planning to buy the top-tier next-generation Pro anyway, this forecast barely concerns you. The already released iPhone 17 and iPhone 17 Pro are not affected by this calculation at all — their prices remain the same.
The new Pro color palette will look like this
However, for those aiming specifically at the flagship, it makes sense to keep in mind the potential $200 increase. But it’s too early to draw conclusions: the iPhone 18 Pro announcement is still far off, and actual prices will depend on exchange rates, import methods, and Apple’s final decision on configurations.
There’s another important factor — timing. The iPhone 18 Pro is expected only in the fall, which means the memory market could either calm down or get even more expensive before its release. Guessing the exact price tag right now is simply pointless.
The bottom line is straightforward. This news is useful as an early signal of a price increase trend, but it’s certainly not a reason to rush into any decisions. Wait for the official iPhone 18 Pro announcement, and only then will it become clear how closely WSJ’s forecast matches the real price tag.
