Apple CEO Tim Cook recently warned that price increases are unavoidable due to rising costs. This admission led The Wall Street Journal to project a steep jump for the iPhone 18 Pro, estimating a starting price of $1,399. That figure represents a massive leap from the $1,099 starting price of the iPhone 17 Pro.

Recent analysis from J.P. Morgan suggests a much smaller hike. Analysts believe the increase will only be between $50 and $100. They argue Apple will offset expensive memory and camera components by switching to its own internal modem, which reduces the cost of sourcing parts from external suppliers.

This discrepancy suggests Tim Cook may be managing expectations to make a modest increase feel like a win. By warning consumers to brace for a shock, Apple can under-promise and over-deliver when the actual price reveal happens. This strategy frames a $50 hike as a relief rather than a burden.

Wall Street continues to speculate on these margins because component costs for RAM and storage directly impact Apple's bottom line. The final price will depend on whether the Apple modem provides enough savings to shield customers from the full brunt of inflation.