Reports and leaks point to higher prices for the iPhone 18 Pro and Pro Max, triggering backlash from Apple users before the lineup’s expected September unveiling.
Rising component costs—especially for processors, memory and storage—plus Apple’s spending on new AI features are driving the expected increase.
Analysts say any hike would likely be limited so Apple can protect its position in a fiercely competitive smartphone market while pitching upgrades in chips, cameras, battery life and display efficiency.
User reaction has split between frustration over already-premium pricing and expectations that Pro buyers will still pay for the latest features, leaving the final strategy to Apple’s annual September event.