A decade ago, buying a new iPhone felt like an upgrade you really had to plan for. In 2026, for many users, it feels more like a financial decision you negotiate with yourself.
The prices are higher, the replacement cycles are longer, and unplanned repairs may hit harder than ever. And yet, Apple users remain fiercely loyal. They grumble about the cost, compare storage tiers like accountants, still line up for preorders, and somehow keep costs under control.
So, why do Apple device prices keep climbing? Why do people continue buying them anyway? And how are everyday users actually managing both planned upgrades and surprise expenses without financial shocks? Let’s figure that out.
Why Are Apple Products So Expensive?
Gone are the days when buying a phone cost no more than a family trip to the shops and supermarket. Smartphones have evolved into a vital part of our everyday lives. As a result, we now have to work longer to afford them. Apple, along with other manufacturers, is raising prices, and this is influenced by a number of factors.
The price of any phone today is mainly determined by the OLED display, which offers both better-than-ever color reproduction and deeper blacks. In addition, smartphones are now made of high-quality glass and titanium alloy, which definitely adds to the price.
The cost of production also includes components and manufacturing equipment. As per the industry analysts, the cost of producing a single iPhone 17 Pro with 256 GB of internal memory in 2025 is around $400–560, not including R&D, marketing, software services, logistics, warranties, taxes, or retailer/carrier cuts. At the same time, its starting price in the US market is $1,099. Therefore, the production cost is still less than 50% of the retail price. Does this mean that Apple’s profits are so high?
Of course not. Optimizing and supporting iOS takes a lot of resources. Don’t forget to add to the final cost the proper integration of each device, not only with special apps but also with any gear you have: iPad, iMac, Apple Watch.
And finally, there is brand strategy. Apple does not compete on price. It positions its devices as aspirational, tightly controlled, and premium by design. High prices should not be called just a side effect — they are a deliberate part of the brand’s market positioning.
The Real Cost of Owning an Apple Device in 2026
By 2026, Apple’s product pricing spans a wide spectrum. Even the “entry” tier sits well above what was once considered mid-range. According to Visual Capitalist’s indexed retail comparisons, iPhone pricing now stretches from the lower four figures well into premium territory depending on storage configuration and region.
The sticker price is only part of what you end up paying in the long run. When you add accessories (Apple Pencil for your iPad, AirPods), AppleCare plans, and cloud subscriptions, the price reaches unbelievable numbers.
Then there are innumerable not-that-obvious costs (most users won’t ever admit): batteries that no longer last, screens that crack easily, logic boards that suddenly die, misplaced chargers, damaged cameras, and cables that fail at the worst possible moment.
For many users, the most stressful expenses are not planned upgrades — they are the urgent repair costs that arrive unbudgeted.
Why People Still Buy Despite the Prices
Even though many Android gadgets have similar or sometimes even higher raw performance at lower prices, millions continue to pick Apple devices. It can be explained by numerous reasons far beyond specs, and Apple’s ecosystem is a major one of them. iPhones rarely operate alone as they sync perfectly with MacBooks, Apple Watches, AirPods, and even HomePods. You can move messages, calls, and files effortlessly across your devices. And after you have fully assembled digital life around this ecosystem, switching platforms may feel like rebuilding everything from scratch.
Apple’s efficient software support also drives loyalty. Devices receive system upgrades and security fixes for many years, far longer than the majority of budget-friendly alternatives. Users who look for extended device lifespans over rapid hardware replacement find that a higher price pays off over time.
Resale value adds another layer of loyalty. Even after three years of use, iPhones lose their value more slowly than competing devices. As a result, the old phone can help finance a substantial portion of a new upgrade once you decide to sell it.
We can’t omit that social aspects also play an important role. In most workplaces and industries, iPhones may signal status, good taste, and financial stability. The majority of users buy Apple devices not just for their specs and functionality. Mainly, it’s all about status and impression.
Finally, familiarity keeps users loyal. After many years with iOS, people know exactly how the system operates, including backing up, restoring, and photo syncing. Switching from iOS to Android requires relearning habits developed over a decade, which normally outweighs potential savings.
How Users Manage Both Upgrades and Emergencies
In recent years, Apple users have been more financially strategic than ever. Planned expenses like pricey upgrades and replacements are now treated like long-term financial events. Many users:
- Track release dates and wait for predictable price drops
- Budget monthly toward future upgrades
- Sell old devices at peak resale value before new launches
- Choose storage tiers more intentionally
- Extend device life cycles to three, four, or even five years
Unexpected costs are the real stress test for Apple users. Dropping your phone to crack the screen can happen suddenly to the best of us.
Consider a typical MacBook situation: still powerful for work, but the battery now lasts barely an hour. A replacement that costs $250 is inconveniently timed in the middle of a busy work season. Waiting to save up isn’t always an option, since the device is crucial for the work process and income. In such situations, it might be reasonable to apply for financial help for urgent tech needs to repair your gear as soon as possible and minimize workflow disruption. Other options include using emergency savings (if available), charging repairs to a credit card, or turning to friends for assistance.
The point is this: unplanned repairs of any Apple device are really expensive, and it’s not always easy to take care of everything right away.
How to Afford Apple Devices in 2026
Given the rising prices of Apple devices year after year, many have to adapt to the new reality and look for smart ways to keep their budgets under control.
One of the most obvious tips is that with the release of new generations of iPhones, prices for previous models usually drop. Although you may miss out on the latest features, older iPhones still provide a high-quality experience. So, a two-year-old iPhone will be way cheaper than the latest model.
Consider refurbished devices. Buying a certified refurbished iPhone directly from Apple or a trusted third-party seller can save a substantial amount. These devices are verified, cleaned, and restored to full working condition, normally with a new battery and warranty.
Keep an eye out for special offers during holidays or hopping seasons such as Black Friday or Back to School. While significant discounts on the latest iPhones are rare, you may find moderate price reductions or bundle deals.
Another option is trade-in programs. You want to buy the latest iPhone model, but don’t know what to do with your old one? Many stores offer trade-in programs for old devices. It allows you to purchase the device you want at a significant discount. You solve two problems at once: you buy the new iPhone at a bargain price and get rid of the old one, effectively selling it for a decent amount of money. There are no shady schemes involved — everything happens quickly, transparently, and officially.
And, of course, you can always rethink storage and accessories. iCloud storage, different external drives, and essential third-party accessories can prevent overbuying, so you don’t have to pay for a 1 TB iPhone.
A little bit of due diligence here, some strategy there, and you don’t have to compromise between price and what makes Apple truly unique.
The New Reality of Premium Becoming the Norm
Apple keeps releasing more powerful, more integrated, and, consequently, more expensive products. That trend is unlikely to reverse in 2026. Yet users haven’t abandoned the ecosystem in protest over unbelievable prices. Instead, they’ve adapted.
They buy smarter, wait longer, and repair components instead of replacing the whole device. They use refurbished markets and trade-in services. They think of their MacBooks and iPhones not as something to be upgraded each year, but as long-term tools that deserve strategic care.
For many people, Apple ownership is no longer about chasing the newest design, but sticking to what they really enjoy and are used to.
