A $1,399 iPhone 18 Pro Would Redefine Flagship Phone Pricing
The iPhone 18 Pro price refers to analyst projections that Apple’s next Pro‑tier flagship could start at around USD 1,399 (approx. RM6,440), representing a sharp generation‑to‑generation jump driven by rising component costs, margin pressure, and wider industry trends that are pushing premium smartphone cost well past USD 1,300 (approx. RM5,980). That headline figure should be treated less as a shock and more as a signal: the era when top phones hovered near USD 1,000 (approx. RM4,600) is fading fast. If this forecast is right, the iPhone 18 Pro will not only be Apple’s most expensive mainstream model; it will be another step in turning “Pro” phones into luxury electronics rather than default upgrades for ordinary users.
Jeff Pu’s About-Face: Why a $250–$300 Hike Now Looks Likely
The most striking part of this story is not the number itself, but who is now backing it. GF Securities analyst Jeff Pu previously argued Apple would hold iPhone prices steady despite mounting production costs. In a fresh note, he reversed course and predicted Apple will raise the iPhone 18 Pro series price by as much as USD 300 (approx. RM1,380), putting the base model around USD 1,399 (approx. RM6,440). He paired that forecast with a downgrade of Apple’s stock rating, citing limited near‑term upside, supply constraints and rising input expenses. That is a strong signal that he sees higher prices not as speculative, but as a rational response to margin pressure. When an analyst is willing to cut their rating while calling for an Apple price increase, it suggests they view sticker shock as more probable than a short‑term hit to profitability.
Component Costs, AI Memory Squeeze and Apple’s Margin Math
Pu’s rationale is rooted in a cost structure that is worsening, not stabilising. Apple has warned investors that it faces rising expenses for sophisticated memory chips and next‑generation semiconductor technology, along with supply bottlenecks on premium parts. At the same time, it posted stronger‑than‑expected quarterly results but guided for slower revenue growth and possible margin compression from those same constraints and input costs. Beyond Apple, an AI‑driven memory shortage is lifting prices across hardware, from phones to consoles. According to the research note, “Jeff Pu predicts that the iPhone 18 Pro will start at around USD 1,399 (approx. RM6,440).” When vital components keep getting more expensive, passing increases through to the Pro line becomes the path of least resistance. Investors expect Apple to protect profitability; maintaining old pricing while absorbing a sustained memory and chip spike would be the unrealistic choice.
From USD 1,099 to 1,399: What That Means for Ordinary Buyers
Pu’s forecast implies roughly a 24% jump from the current iPhone 17 Pro, which starts at USD 1,099 (approx. RM5,060), and the Pro Max at USD 1,199 (approx. RM5,520). Moving the iPhone 18 Pro to around USD 1,399 (approx. RM6,440) and the Pro Max to between USD 1,449–1,499 (approx. RM6,670–RM6,890) would make it Apple’s most expensive mainstream smartphone range yet. For ordinary users, that does more than stretch upgrade budgets; it changes the logic of owning a flagship. The Pro line is rumoured to carry faster CPUs, AI‑focused features and camera upgrades, but those benefits increasingly look like optional luxuries rather than default choices. In practical terms, many buyers will either stay on older phones longer or accept non‑Pro models, because the premium smartphone cost is now colliding with other big‑ticket electronics like high‑end foldables and gaming hardware that are also climbing past USD 1,300 (approx. RM5,980).
A New Normal for Premium Smartphone Cost — And What Comes Next
This isn’t happening in a vacuum. Other flagships have quietly crept higher: a recent foldable sequel arrived with an extra USD 100 (approx. RM460) added to its price, and its “more affordable” sibling still launched at USD 1,899 (approx. RM8,740). Apple has already raised prices on most Mac and iPad models due to memory costs, leaving iPhones and watches as the remaining holdouts. If Pu is right, that last dam is about to break. The iPhone 18 Pro is expected to be announced at Apple’s usual September event, when final pricing and specifications will be confirmed. Until then, buyers should assume that the days of sub‑USD‑1,200 (approx. RM5,520) Pro phones are over. The uncomfortable truth is that “Pro” now means “premium first, mainstream second” — and the market will keep pushing flagship phone pricing higher as long as component shortages and AI‑driven demand keep memory and chips expensive.
