Overview
- Reporting on Aug. 23, 2026, Bloomberg’s Mark Gurman put a $100 rise forward as a plausible scenario that would move an iPhone 18 Pro to about $1,199, though Apple has not confirmed final pricing.
- Journalists and analysts point to persistent memory and advanced‑node wafer shortages as the main drivers raising iPhone bill‑of‑materials and creating upward price pressure.
- Apple told investors that higher component costs are squeezing gross margins, and the company is negotiating with suppliers while weighing how much of the increase to absorb.
- Competitor moves by Samsung and Google to raise flagship prices by roughly $100 this year and Apple’s recent Mac and iPad price hikes give the company market reference points for any iPhone increase.
- Supply risks for premium models — including DRAM packaging yields, advanced chip production and foldable display/hinge yields for a reported iPhone Ultra — could shape availability and final prices at the September event.