Overview
- This week analyst Jeff Pu of GF Securities publicly projected a $250–$300 price increase for the iPhone 18 Pro and Pro Max, a forecast carried by multiple tech outlets.
- Pu and reports point to two main cost drivers: tighter DRAM and NAND memory supplies tied to AI/datacenter demand and the higher manufacturing cost of a two‑nanometer A20 chip.
- A Counterpoint parts‑cost analysis cited by several outlets estimates Pro Max parts could rise by about $300, a scale that would justify the analyst’s projected surcharge if Apple passes it on.
- If fully implemented in the U.S., coverage projects entry prices around $1,199–$1,299 for the iPhone 18 Pro and $1,399–$1,499 for the Pro Max, with European retail prices likely higher after taxes and currency effects.
- Apple has not confirmed any price moves; the company recently raised prices on Macs and iPads and is expected to reveal final iPhone 18 pricing at its September product event, with higher costs seen as a risk to consumer demand and investor sentiment.