Apple may raise iPhone 18 Pro starting price to $1,399, sources say
Industry sources suggest the base model of the upcoming iPhone 18 Pro could start at $1,399, representing a $300 increase over the previous generation.
Apple is expected to increase the starting price of its next-generation iPhone 18 Pro to $1,399, according to two unnamed sources. The proposed price would be $300 higher than the current iPhone 17 Pro, marking a roughly 27% rise.
The company has previously adjusted pricing on other product lines, such as raising the base MacBook Air by $200 and the base MacBook Pro by $300. Analysts note that while Apple has shown a willingness to protect margins, a price jump of this magnitude for an iPhone could affect upgrade decisions, especially for customers who purchase devices outright rather than through leasing programs.
Apple’s finance chief has indicated that pricing decisions consider unit sales, revenue, and margin together, rather than relying on a single metric. The potential increase may also influence consumer behavior regarding the Apple Upgrade program, which allows users to lease devices and upgrade annually.
The speculation comes as Apple prepares to launch the iPhone 18 Pro next month, and the company has not confirmed the pricing details.