Memory chip crisis to push iPhone 18 Pro prices up 20%

On the eve of Apple's ↘ 0.52% "Surprise and Shine" event on Wednesday, September 9, the company's upcoming iPhone 18 Pro lineup is expected to carry prices well above those of its predecessors, driven largely by a global memory chip shortage that has upended the economics of smartphone manufacturing.

Sticker Shock Across the Lineup

Research firm TrendForce estimates that the iPhone 18 Pro could start between $1,249 and $1,299 in the United States, while the iPhone 18 Pro Max may begin at $1,349 to $1,399 — representing a 10 to 20 percent jump over the iPhone 17 Pro, which started at $1,099. Memory costs for the 256GB Pro model in the third quarter of 2026 are estimated to be nearly 400 percent higher than a year earlier, according to 9to5Mac's reporting on TrendForce data.analyticsinsight+2

The price pressure extends to the iPhone Ultra, Apple's first foldable smartphone. Bloomberg's Mark Gurman reported that Apple had originally targeted a $1,999 starting price for the device but was forced to raise it to roughly $2,199 after memory chip price hikes made the original target untenable. The top-end configuration could approach $3,000.gsmarena+2

A "Hundred-Year Flood" in Memory

The pricing shift reflects an industry-wide crisis. Tim Cook, who became Apple's executive chairman on September 1 after handing the CEO role to John Ternus, has been vocal about the challenge. On his final earnings call as CEO, Cook called the memory shortage a "hundred-year flood" and warned that "price increases are unavoidable," according to Reuters. Analyst Jeff Pu of GF Securities has predicted the Pro models could cost $200 to $300 more than their predecessors because of higher costs for processors, DRAM, and NAND storage.newsweek+4

TrendForce estimates that total component costs for the 256GB iPhone 18 Pro are up 38 percent compared to the equivalent iPhone 17 Pro model.analyticsinsight

What to Expect Wednesday

Beyond pricing, the iPhone 18 Pro and Pro Max are expected to feature Apple's A20 Pro chip built on 2nm technology, a triple 48-megapixel rear camera system, up to 12GB of RAM, and Apple's in-house 5G modem. The iPhone Ultra is reported to have a 7.8-inch folding display, a 5.5-inch cover screen, and a titanium-and-aluminum hinge with what Gurman described as a "practically invisible" crease.digit+2

Standard non-Pro models, including the base iPhone 18, are reportedly delayed until spring 2027, making this Apple's first fall event focused exclusively on its premium tier.wired+1