After unveiling their flagship smartphones in 2026, Apple and Samsung are turning their attention to their next-generation devices, expected to arrive in 2027.

Apple is reportedly preparing to introduce the standard iPhone 18, iPhone 18e and iPhone Air 2. Meanwhile, Samsung could expand its Galaxy S27 lineup to four models: Galaxy S27, S27 Pro, S27 Ultra and S27 Plus.

Early leaks suggest that the iPhone 18 and Galaxy S27 will receive several notable upgrades over their predecessors. However, one potential change is unlikely to please consumers: significantly higher prices.

iPhone 18 could reach $999

For years, Apple maintained a starting price of $799 for its standard iPhone models.

From the iPhone 15, launched in 2023, through the iPhone 17, the company kept that price largely unchanged. However, in September 2026, Apple increased the iPhone 17's price by $100.

The standard iPhone 17 now costs $899, already a considerable amount for many smartphone buyers.

More notably, the upcoming iPhone 18 is expected to become even more expensive, according to Digital Chat Station, a tipster known for sharing information about unreleased technology products.

The source has not clarified whether the expected increase would be calculated from the iPhone 17's original $799 launch price or its current $899 price.

However, there are reasons to believe Apple could use the current price as its reference point.

If the iPhone 18 were priced just $100 above the iPhone 17's original $799 starting price, the new model would cost $899.

That would put the iPhone 17 and iPhone 18 at the same price unless Apple reduced the older model's price.

Such a strategy would make little commercial sense if Apple wanted to maintain demand for the iPhone 17.

Most buyers would likely choose the newer smartphone if both models cost the same.

As a result, speculation is growing that the iPhone 18 could launch at $999 rather than $899.

If that happens, Apple would move its standard iPhone lineup into a substantially higher price bracket than in previous years.

Galaxy S27 may also face a price increase

A similar situation could emerge with the Galaxy S27, one of the iPhone 18's direct competitors.

Samsung previously increased the standard Galaxy S26's launch price by $100 compared with the Galaxy S25.

The company subsequently raised its price by another $100, bringing the Galaxy S26's current price to $999.

Some sources suggest that the Galaxy S27 could also launch at $999.

At first glance, that would appear to mean Samsung is keeping the new model's price unchanged compared with the Galaxy S26 currently on sale.

However, the Galaxy S26 originally launched at $899, not its current price of $999.

Therefore, if the rumors prove accurate, the Galaxy S27 would still be $100 more expensive than its predecessor was at launch.

This means both Apple and Samsung customers could face higher costs for next-generation standard smartphones, even if the hardware improvements fall short of major breakthroughs.

Consumers unhappy with rumored prices

Unsurprisingly, speculation about price increases for the iPhone 18 and Galaxy S27 has disappointed fans of both brands.

Responding to a post about the iPhone 18, one Apple user sarcastically suggested that raising prices had become a new iPhone feature.

Another commenter wrote: "iPhone 18e at $799 and iPhone 18 at $999. What a time to be alive."

On Reddit, where technology enthusiasts frequently discuss upcoming products, one user similarly joked that the Galaxy S27 would introduce an especially exciting upgrade: a new premium price.

These reactions reflect growing consumer sensitivity to smartphone pricing.

As flagship phones become increasingly expensive, buyers are demanding more substantial improvements in design, cameras, performance and overall user experience.

Are the iPhone 18 and Galaxy S27 worth upgrading to?

Neither the iPhone 18 nor the Galaxy S27 has been officially announced.

However, based on currently available leaks, upgrading may not be a financially sensible choice for people who already own their predecessors.

For the iPhone 18, the two most significant rumored changes are an A20 processor manufactured using a 2nm process and a slightly larger battery.

The device could also receive minor hardware and software improvements, but there is little indication so far that Apple will deliver a major leap in user experience.

If the iPhone 18 does launch at $999, users who purchased an iPhone 17 at its original $799 price would need to think carefully before upgrading.

Spending an additional $200 simply to obtain a faster processor and a modestly larger battery may be difficult to justify, particularly when their current iPhone still meets their everyday needs.

The Galaxy S27 faces a similar challenge.

Consumers who bought the Galaxy S26 at its original $899 price would need to spend more to move to the new model, which is expected to cost $999.

According to leaks, the Galaxy S27 could feature a Sony-made main camera, representing a change from Samsung's previous approach of largely reserving certain camera upgrades for the Ultra model.

This would be a notable development, as camera performance remains a key competitive factor in the premium smartphone market.

In addition, some markets could receive Galaxy S27 models powered by Samsung's latest Exynos 2700 processor.

These are currently considered the two most significant rumored hardware upgrades over the existing generation.

Earlier reports also suggested that Samsung could introduce its privacy display technology on the standard Galaxy S27.

However, more recent leaks indicate that the feature may remain exclusive to the Galaxy S27 Ultra.

With both smartphones potentially approaching the $1,000 mark, consumers may have to weigh the benefits of incremental upgrades against the rising cost of owning the latest devices.

Hai Phong