The TrendForce research group says Apple will be paying up to four times for memory for its upcoming iPhones than it did for last year’s models.
“For the 256GB Pro model, memory costs in 3Q26 are expected to be nearly 400% higher than a year earlier,” Trendforce says. “Despite Apple’s efforts to negotiate lower prices for other components, these savings are unlikely to offset the resulting pressure on overall BOM costs. An increase in retail prices appears increasingly unavoidable while hardware costs remain elevated.”
Apple will absorb part of the costs. But TrendForce says the starting price for an iPhone 18 Pro will be $1,249-$1,299 compared to $1,099 for an iPhone 17 Pro. That’s an increase of $150 to $200. The research group says the iPhone 18 Pro Max’s starting price will be $1,349-$1,399 compared to $1,199 for the iPhone 17 Pro Max. That’s an increase of $150 to $200.
Apple’s next big iPhone event — dubbed “Surprise and Shine” — will be held on Wednesday, September 9. Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max. The foldable iPhone is likely to debut at the same time, though some reports have said it wouldn’t arrive until October.
Also likely to be announced at event are an Apple Watch Series 12, the Apple Watch Ultra 4, and new AirPods. Other possibilities are a new Apple TV 4K set-top box and updated HomePod minis.
Apple will stream the “Surprise and Shine” event on YouTube, on the Apple Events website, and in the Apple TV app.
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