The iPhone 18 Pro Price Hike: Not Optional, Says Apple
The iPhone 18 Pro price increase refers to Apple’s expected decision to raise the starting price of its next flagship iPhone because memory and storage component costs have surged, chip makers are prioritising AI servers over consumer devices, and these pressures mean Apple can no longer absorb the higher bills inside its usual profit margins. Apple’s boss has stopped sugar-coating it: “price increases are unavoidable.” In a recent interview, he admitted that the higher cost and scarcity of memory and storage can no longer be swallowed by Apple, so those costs will be passed on to customers. Estimates now suggest the iPhone 18 Pro could start at USD 1,299–1,399 (approx. RM5,970–RM6,420), a jump of USD 200–300 (approx. RM920–RM1,380) over the previous Pro. This isn’t a minor tweak; it’s a clear reset of what Apple thinks a “normal” flagship price should be.
How AI Data Centres Blew Up the Memory Market
The uncomfortable truth behind the Apple price increase is that your next iPhone is competing with AI servers for the same memory chips. Rapid build-out of AI data centres has pushed chip makers to shift DRAM and NAND production toward enterprise-scale, high-bandwidth memory instead of consumer components. AI companies building data centres are “hogging most of the supply,” driving up costs for everyone else. When memory suppliers can sell chips for AI at higher prices, they have little incentive to flood the smartphone market with cheaper parts. Apple now faces less supply at the very moment consumers still expect powerful phones with generous RAM and storage. The result is a textbook memory shortage impact: fewer suitable chips, sharply higher quotes, and no realistic way for Apple to keep retail prices flat without taking a serious hit to its margins.
The Brutal Math Behind a USD 1,399 iPhone 18 Pro
Component numbers reveal why Apple won’t keep prices steady this time. Research cited in the interview says the iPhone 17 Pro’s 12GB of DRAM cost Apple about USD 39 (approx. RM180), but the same 12GB in the iPhone 18 Pro could soar to around USD 145 (approx. RM665). Its 256GB flash storage may jump from roughly USD 13 (approx. RM60) to USD 51 (approx. RM235). Add everything up and the total build cost for the Pro model could rise from about USD 582 (approx. RM2,675) to USD 726 (approx. RM3,340). One quotable estimate is that the earlier Pro carried a margin near 47%, meaning similar margins on the new phone would push the iPhone 18 Pro price toward at least USD 1,299 (approx. RM5,970), with USD 1,399 (approx. RM6,420) more likely. Calling this “greed” ignores the reality: memory alone is eating a huge chunk of profitability.
| Component / Metric | iPhone 17 Pro | Estimated iPhone 18 Pro |
|---|---|---|
| DRAM (12GB) | USD 39 (approx. RM180) | USD 145 (approx. RM665) |
| Flash storage | USD 13 (approx. RM60) | USD 51 (approx. RM235) |
| Total build cost | USD 582 (approx. RM2,675) | USD 726 (approx. RM3,340) |
| Estimated starting price | USD 1,099 (approx. RM5,060) | USD 1,299–1,399 (approx. RM5,970–RM6,420) |
It’s Not Just iPhones: Macs and iPads Are Next
Anyone hoping this storm will be limited to the iPhone 18 Pro is kidding themselves. Apple’s chief has already confirmed that rising RAM and storage costs are driving unavoidable price increases across iPhones, Macs, and iPads. There are signs the shift has begun: Apple recently raised what customers effectively pay for its Mac mini by removing the lowest storage configuration while keeping the higher tier’s price unchanged. Analysts expect that more direct list price jumps are coming, especially for Macs and iPads, and they could hit sooner than the September phone launch. This is a classic industry-wide chip and memory shortage effect—once a leading hardware maker moves its prices up, rivals that face the same supply costs are likely to follow. Consumers should expect a new baseline where premium laptops and tablets sit noticeably higher on the price ladder than last generation.
What Buyers Should Do Before the September Launch
From a consumer point of view, the message is blunt: if you want a high-end Apple device at current prices, your window is closing. The next major launch is expected in September, when the iPhone 18 lineup—including the rumoured foldable Ultra—arrives with higher price tags baked in. Price rises of up to USD 300 (approx. RM1,380) have been floated for top iPhone models, with the Pro likely starting around USD 1,399 (approx. RM6,420). Other devices will not be immune, as memory pricing and supply have to “return to reasonable levels” before Apple can relax. In practical terms, buyers now face a choice: upgrade sooner and keep paying today’s prices, or wait for the iPhone 18 Pro and pay more for newer hardware. Given the scale of the memory shortage impact, waiting for a miracle price cut is wishful thinking.
