Apple is preparing to raise the prices of its upcoming iPhones in response to persistent cost pressures in parts and memory, following recent price hikes for its Mac and iPad lines. According to Bloomberg analyst Mark Gurman, who tracks Apple’s supply chain closely, the same challenges that drove up costs for Apple’s other products are now impacting its flagship smartphone. The increase in price appears all but unavoidable. ([macrumors.com](https://www.macrumors.com/2026/08/24/apple-preparing-to-increase-iphone-prices/))
The crushing demand for memory and strained chip supply have made keeping iPhone prices steady increasingly difficult. Apple’s Macs and iPads saw average price increases of about 23% after it raised prices across almost all its major product categories earlier this year. That sets the context for what’s to come for iPhones. ([macrumors.com](https://www.macrumors.com/2026/08/24/apple-preparing-to-increase-iphone-prices/))
How Much and Why
Samsung and Google have already responded to higher component costs by raising the base price of their latest smartphones by roughly $100. If Apple matches that approach, it would raise the base price of the iPhone 18 Pro to about $1,199—around 9% more than the current $1,099 starting price of the iPhone 17 Pro. ([macrumors.com](https://www.macrumors.com/2026/08/24/apple-preparing-to-increase-iphone-prices/))
Still, Apple is unlikely to pass on the full cost to consumers. While the company has warned that its gross margins could face pressure this quarter, it seems to be absorbing some of its growing expenses to avoid overly steep price shocks. A price bump of $100 would be noticeable, but relatively modest compared to the sharp increases already seen in the Mac and iPad lineups. ([macrumors.com](https://www.macrumors.com/2026/08/24/apple-preparing-to-increase-iphone-prices/))
Strategic Factors and Mitigations
A key factor Apple is weighing is how consumers will react. A $100 increase would help Apple stay within range of Samsung’s pricing and avoid the more dramatic hikes applied to computers and tablets. Apple has typically relied on strong brand loyalty for the iPhone—a powerful lever if prices inch upward. ([macrumors.com](https://www.macrumors.com/2026/08/24/apple-preparing-to-increase-iphone-prices/))
Apple’s new Upgrade subscription program may also ease the transition. By letting buyers spread out the cost through monthly payments rather than all at once, it could make higher prices easier to swallow for many customers. ([macrumors.com](https://www.macrumors.com/2026/08/24/apple-preparing-to-increase-iphone-prices/))
For all Apple’s caution, there’s room for the price to go higher. The significant increases already seen in Macs and iPads suggest Apple could follow a similar path for iPhones if costs continue to escalate. Much depends on how supply chain disruptions evolve. ([macrumors.com](https://www.macrumors.com/2026/08/24/apple-preparing-to-increase-iphone-prices/))
This shift matters because iPhones have long been central not just to Apple’s bottom line, but also its brand image. Pushing up prices risks alienating some buyers—especially with rising competition from rivals and potential economic headwinds. But opting to hold prices too low risks eroding margins in the face of rising costs.
Watching how Apple balances between cost absorption and customer acceptance will be key here. The timing of the increase, whether certain models see steeper hikes than others, and how competitive pricing dynamics shape those decisions will all signal Apple’s confidence in its market strength heading into the next product cycle.
