TrendForce reports Apple will pay four times more for iPhone 18 Pro memory than last year’s model, with 3Q26 memory costs for the 256GB Pro expected to be nearly 400% higher. Apple plans to absorb much of the increase rather than pass it fully to customers, targeting a roughly $100 price rise over the iPhone 17 Pro. The company also hinted at future price hikes for existing iPhones and warned that hardware cost pressures could drive retail prices up. Despite negotiations to lower other component costs, savings won’t offset the BOM impact. TrendForce also forecasts Apple’s first folding iPhone Ultra could debut at up to $2,299, with top‑end configs exceeding $3,000. The report underscores Apple’s focus on Services revenue and cautious pricing strategy amid a weak macroeconomic environment.

Apple’s June announcement of significant price increases across most products signaled delayed but inevitable adjustments. While existing iPhones weren’t raised then, next‑week changes are expected. TrendForce notes that higher memory costs are a primary driver, and Apple’s efforts to reduce other component expenses are insufficient to balance overall BOM growth.

Consumer behavior remains a key concern. TrendForce warns that steep price jumps could deter even loyal fans from upgrading frequently, prompting Apple to balance growth goals with pricing discipline. The broader market outlook, including a fragile economy, adds pressure to Apple’s revenue strategy, pushing the company toward greater reliance on Services and selective hardware pricing.