Despite its market power, Apple may not be able to avoid the consequences of the memory shortages that are already impacting the smartphone industry. As for whether the iPhone 18 will be pricier, there could be some good news.
Apple may keep the iPhone 18 prices unchanged
Just like any other company in the world, Apple is reportedly already paying higher prices for memory components. Despite the hikes, analyst Ming-Chi Kuo claims that the company may do all in its power to absorb the cost and avoid increasing the price of the iPhone 18.
Apple’s current plan for 2H26 new iPhone 18 models is to avoid raising prices as much as possible—at least keep the starting price flat, which is helpful for marketing.
Ming-Chi Kuo, January 2026
According to the analyst, the company has switched to negotiating prices with suppliers on a quarterly basis, with price increases expected in the second quarter of the year. That would follow the increase during the first quarter of 2026, which has reportedly reached 10 to 25 percent compared to 2025.
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Lower hardware margins for the sake of higher services earnings
Apple kept the starting price of the iPhone 17 unchaged despite raising the base storage. | Image Credit — PhoneArena
Apple’s plan for the iPhone 18 may include an aggressive strategy that would hit the iPhone gross margins, but it could help the company grab a larger market share. Eventually, the company may try to “make it back later on the services side.”
However, memory is not the only component that is going to cost more. Kuo said that the AI server boom will continue to put pressure on the supply chain, leading to price increases for other components. Apple is likely to address the memory price increases during its earnings call on January 30, which “could actually shake up other industries’ stocks more than Apple’s own or its suppliers’,” according to Kuo.
Do you plan to buy an iPhone 18?
Over the last few years, Apple has kept the prices of the iPhone relatively steady. The iPhone 17 starts at the same $799 price despite the new 256 GB base storage. Considering the iPhone 18 premiere is expected in September, a lot could change by the time we see official prices for Apple’s upcoming phones.
A smart strategy
I doubt that Apple will keep the price of all iPhone 18 models unchanged. Sticking to the same starting price but charging more for the higher storage versions could be the smartest idea. The most price-sensitive users don’t buy extra storage, and the ones that do are usually willing to pay higher prices. That could be a win-win strategy.
Ilia, a tech journalist at PhoneArena, has been covering the mobile industry since 2011, with experience at outlets like Forbes Bulgaria. Passionate about smartphones, tablets, and consumer tech, he blends deep industry knowledge with a personal fascination that began with his first Nokia and Sony Ericsson devices. Originally from Bulgaria and now based in Lima, Peru, Ilia balances his tech obsessions with walking his dog, training at the gym, and slowly mastering Spanish.
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