Apple Preparing to Raise iPhone Prices

An iPhone price increase now looks increasingly likely, according to Mark Gurman, who says Apple is facing the same memory and chip supply pressures that have already hit its other products. Gurman called a price increase “inevitable” at this point, with the iPhone 18 Pro as the clearest example on the table.

The math points to a starting price around $1,199, up from the iPhone 17 Pro’s current $1,099, a roughly 9% jump. That’s not confirmed pricing, it’s what you get if Apple follows the same roughly $100 increase Samsung and Google already applied to their own flagships this year. Gurman frames it less as Apple choosing to raise prices and more as Apple watching its competitors move first and having room to follow without standing out as the expensive outlier.

Here’s the interesting part, though: Gurman doesn’t think Apple’s planning to pass along the full cost increase. He describes $100 as a “fairly modest bump” relative to how much Apple’s actual component costs have climbed, meaning Apple would likely absorb a meaningful chunk of the increase itself rather than putting all of it on customers. That tracks with Apple already warning investors about gross-margin pressure this quarter, this isn’t hypothetical, it’s already showing up in Apple’s own numbers.

This wouldn’t be Apple’s first price move this year either. Gurman notes Apple already raised prices across most of its Mac and iPad lineup about two months ago, with increases averaging around 23%, MacBook Air up $200, Mac Studio up $500, iPad Air up $150. Against that, a potential $100 iPhone bump actually looks restrained.

Apple’s new Apple Upgrade subscription program could soften the blow too, letting buyers spread a higher sticker price into monthly payments instead of facing it all at checkout, which tends to matter more psychologically than the math alone suggests.

What’s still unclear is scope. Gurman’s $1,199 figure is specifically tied to the iPhone 18 Pro, there’s no confirmation this applies evenly across the lineup, and the iPhone 18 Pro Max doesn’t have a reported number attached yet. None of this is official from Apple, this is Gurman’s reporting based on the same cost pressures already visible elsewhere in Apple’s business.

If the pattern holds, this would make Apple the third major phone maker this year to raise flagship pricing over memory costs, following Samsung and Google, and probably not the last.

M Adnan Akram

M Adnan Akram is the founder and lead writer at Phoonomo, covering mobile technology with a primary focus on Apple and the broader smartphone industry, alongside emerging developments in AI. He follows product launches, spec leaks, and industry trends closely to keep readers informed with timely updates.