Ahead of Apple’s upcoming iPhone 18 Pro event, research firm TrendForce has estimated that starting prices for the new Pro models will likely increase by approximately 10% to 20% compared to previous generations, according to details published by Macrumors. The price adjustments are primarily driven by rising memory costs, with TrendForce reporting that the cost of a 256GB memory chip has increased nearly 400% year-on-year.
iPhone 18 Pro Price Estimates and Market Context
TrendForce’s price projections compared to last year’s models indicate the following expected starting prices:
| Model | Expected Starting Price | Estimated Change |
|---|---|---|
| iPhone 17 Pro | $1,099 | N/A |
| iPhone 18 Pro | $1,249–$1,299 | +$150 to +$200 |
| iPhone 17 Pro Max | $1,199 | N/A |
| iPhone 18 Pro Max | $1,349–$1,399 | +$150 to +$200 |
Apple managed to avoid raising the price of the iPhone 17 Pro Max last year while only marginally increasing the iPhone 17 Pro price in the U.S. by $100. For the upcoming lineup, however, the demanding artificial intelligence infrastructure buildout has driven memory expenses higher across the electronics industry. Despite these pressures, Apple is expected to absorb a portion of the cost increase through lower margins rather than passing the full amount onto consumers. Final pricing will ultimately depend on storage configurations, taxes, exchange rates, import duties, and any adjustments Apple makes prior to launch, as noted by Indiatimes.
Apple’s September Event Schedule and Launch Lineup
Apple has officially confirmed that its September keynote event will take place on Wednesday, September 9, where the company is expected to debut the iPhone 18 Pro and iPhone 18 Pro Max, alongside its long-rumored foldable device, according to reporting from the Independent. The event will be fronted by new Apple chief John Ternus following Tim Cook’s departure.
The regular iPhone 18 model is not expected to launch alongside the Pro models in September. Instead, reports indicate that Apple is moving away from its traditional all-in-one autumnal launch schedule to spread device releases throughout the year, with the regular iPhone 18 anticipated to debut in the spring of 2027 alongside the iPhone 18e.
Following the September 9 keynote, pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max may open at midnight on Saturday, September 12, diverging from Apple’s typical Friday pre-order schedule for the first time in 11 years. The devices are then projected to see a retail release on Friday, September 18. However, industry analysts note that the iPhone 18 Pro could face tighter-than-normal supplies at launch due to manufacturing constraints and ongoing dynamic random-access memory (DRAM) shortages that analysts expect to persist into 2027.
Expected Hardware Upgrades and the Foldable iPhone Ultra
The upcoming iPhone 18 Pro models are expected to focus on internal performance, battery life, connectivity, and camera enhancements rather than a complete visual redesign. Anticipated hardware features include a smaller Dynamic Island, a powerful new A20 chip built on a 2-nanometer process, larger batteries, and a variable-aperture main camera system that could provide a DSLR-like manual control experience over background blur.
Alongside the Pro smartphones, Apple is widely anticipated to introduce its first foldable phone, frequently referred to as the iPhone Ultra. According to details shared by Mark Gurman, the device is expected to feature a book-style design with a 5.5-inch exterior display and a larger 7.8-inch internal screen equipped with iOS 27 software designed for iPad-like layouts, side-by-side app support, and drag-and-drop functionality between applications.
The foldable device is also reported to feature a liquid-metal hinge, Apple’s latest Pro chip and modem, and continued inclusion of MagSafe accessories. Pricing for the foldable iPhone Ultra is projected to start between $2,099 and $2,299, with higher storage options potentially exceeding $3,000. Apple has not officially confirmed the foldable device’s name, specifications, or pricing ahead of the official September event.
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