Overview
- Apple’s outgoing CEO Tim Cook warned during the company’s recent quarterly call that memory prices have surged dramatically, creating material cost pressure on upcoming products.
- Industry reports place an Apple event announcement around August 26 with a keynote most likely on September 9 and preorders and first sales expected in mid‑September.
- Multiple outlets report Apple will prioritize iPhone 18 Pro and Pro Max and may unveil a first foldable model this fall while delaying standard iPhone 18 models until spring 2027; these lineup details remain unconfirmed by Apple.
- Analysts and leaks estimate significant price increases for Pro models—most commonly $100–$300 higher and in some forecasts $250–$300—with the foldable tipped to start near or above $2,000 and at least one analyst downgrading Apple over the risk.
- Supply and yield risks tied to expensive 2nm chips, memory shortages, and foldable panels or hinges could limit early availability, prompting Apple to roll out leasing options and negotiate with suppliers to blunt the impact.