Rumors about the iPhone 18 Pro price increase sounded not just alarming, but downright scary: prices of $1,299-$1,399 were being floated online. But a new forecast from J.P. Morgan refutes the worst expectations, and the increase will likely be much more modest. Let’s break down how much the price will actually go up and who should be worried about it.
It looks like the price increase won’t be as steep as everyone thought
What Will the iPhone 18 Pro Price Be According to Analysts
This is an estimate from the investment bank J.P. Morgan, not official Apple data. According to analysts, the company will limit the increase to $50-100 depending on the model, rather than $200-300 as previously suggested. This is a fundamentally different scenario, and it’s much more pleasant for buyers.
Apple will raise the price on the new device, but not by as much
To make it clearer, let’s convert to real money at a rate of 76 ₽ per dollar. The current iPhone 17 Pro starts at $1,099 — that’s roughly 83,500 ₽. If the bank’s forecast is correct, the base price of the iPhone 18 Pro will be around $1,149-1,199, meaning approximately 87,000 to 91,000 ₽. Previous rumors of $1,299-1,399 would have meant a jump to 99,000-106,000 ₽, so the difference for your wallet is significant.
The bank’s forecast isn’t the first hint. Analysts and insiders have been saying for months that Apple is preparing price increases, and these discussions have three solid pieces of evidence behind them. The only question is how severe the hit to the buyer’s budget will be.
iPhone 18 Pro Price in Russia
Apple’s starting price in dollars is one thing, but actual retail in Russia is something else entirely. Right now, iPhone 17 Pro can be purchased for roughly 90-95 thousand rubles, although at the 76 ₽ exchange rate its official starting price of $1,099 works out to only about 83,500 ₽. The difference is eaten up by seller markup, logistics, and import margins.
If we apply the same logic to the new device, the picture looks like this. The projected $1,149-1,199 at the exchange rate becomes 87-91 thousand rubles, and with the usual retail markup, the iPhone 18 Pro at retail is estimated to start from 100 to 110 thousand rubles. The exact figure will vary from seller to seller and shipment to shipment.
It’s also worth factoring in the markup during the first weeks of sales. At launch, while demand exceeds supply, gray market suppliers traditionally keep prices higher, and after a month or so they cool down noticeably. So not overpaying for the hype is a perfectly viable strategy for those willing to wait a bit.
Why Will the iPhone 18 Pro Price Increase
The reason for the price discussions came from the company’s head himself. Tim Cook directly named the reason for the future increase: costs for components and manufacturing are rising, and holding prices down indefinitely is no longer possible. Essentially, price increases were acknowledged as inevitable at the very top of Apple.
After that, gloomy forecasts flooded the media, suggesting the iPhone 18 Pro would jump by $200-300 at once. J.P. Morgan considers such a scenario unlikely. And it’s important to remember one thing: Cook’s words about inevitable increases and the bank’s estimate are forecasts and statements, not a final price. Apple will announce the exact figures only at the presentation.
It’s also worth keeping the lineup’s history in mind. The base price of the flagship model held near the psychological threshold for years, and each step up was made cautiously by the company. That’s why a sudden jump of a third of the price would look atypical for Apple, and the bank’s cautious forecast fits the usual pricing logic.
How Apple Plans to Contain iPhone 18 Pro Price Growth
The analysts’ main argument is that Apple has ways to partially cover rising costs without passing everything on to the buyer. Among them is the transition to Apple’s own modems. This is the chip responsible for the smartphone’s connection to the cellular network. Previously, Apple purchased these modems from a third-party supplier, and an in-house component costs significantly less.
Switching to in-house modems will help Apple reduce production costs
The savings here aren’t just in the chip’s price. In-house development frees the company from licensing fees and makes it independent from partner supplies. In the long run, this is profitable, and some of the savings could go toward keeping the new device’s price tag in check.
In addition to modems, analysts mention other measures to reduce device production costs. Put simply: Apple will absorb part of the cost increase rather than passing the entire bill to the new iPhone owner.
Buy an iPhone Now or Wait for the iPhone 18 Pro
If you were planning to buy the iPhone 18 Pro and worried about rumors of a +$300 increase, the J.P. Morgan forecast is a reason to breathe easy. A $50-100 increase is noticeable but not catastrophic, especially considering how Pro models have been getting more expensive year after year.
Plus, the iPhone 18 Pro will have a new top color
There’s also an important nuance for Russian buyers. There are no official iPhone sales in Russia, and the final price in stores depends not only on Apple’s starting price. It’s influenced by exchange rates, seller markups, and parallel import logistics. So even a moderate increase in the base dollar price can look quite different at retail.
If you want to get ahead of things, it makes sense to look at devices now. Buy what you already need while the prices haven’t been rewritten.
When Will the iPhone 18 Pro Come Out
Buying the iPhone 17 Pro at the old price doesn’t seem like a gamble. It’s a great device
The practical takeaway is simple: there’s no need to panic about the price increase just yet. J.P. Morgan’s forecast sounds much calmer than previous rumors, but it’s still an analyst estimate, not Apple’s price list.
If you currently have an iPhone 16 Pro or another recent iPhone, trading it in just to save money on a future price increase doesn’t make sense. But buying an iPhone 17 Pro is a solid option. It’s a great device with minimal differences from the upcoming model. For those who were already eyeing the new release, the news is rather pleasant: the worst-case pricing scenario apparently won’t come true.
