Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max this September. While rumors surrounding the devices' design, camera system and AI features continue to dominate headlines, another issue is drawing even greater attention - price.

Speculation intensified after Apple CEO Tim Cook acknowledged that the company could no longer absorb all of the rising costs across its supply chain. Although he did not specifically mention the iPhone 18 lineup, analysts now widely expect the next-generation Pro models to receive their largest price increase in years.

If current predictions prove accurate, the iPhone 18 Pro Max could approach - or even surpass - the prices of today's most expensive foldable smartphones.

iPhone 18 Pro could start at $1,399

Based on current estimates of component and manufacturing costs, analysts believe the iPhone 18 Pro could launch at a minimum price of around $1,299, already representing a notable increase over its predecessor.

However, many experts argue that figure may still underestimate Apple's planned hardware upgrades. The new camera system is rumored to feature a variable aperture, allowing users to adjust the amount of light reaching the sensor in a way similar to professional cameras. The camera module alone is reportedly around 50% more expensive to manufacture than that of the iPhone 17 Pro.

If those reports are accurate, the iPhone 18 Pro could ultimately debut at $1,399 - roughly $300 higher than previous Pro models.

For consumers, that would represent one of the most significant price jumps in the iPhone's history. For Apple, analysts say, it may be the only way to maintain profit margins as semiconductor and memory costs continue to rise.

iPhone 18 Pro Max could approach $2,000

Apple has traditionally priced the Pro Max model about $100 above the standard Pro version, while each storage upgrade has typically added another $200.

If that pricing strategy remains unchanged, the iPhone 18 Pro Max with 256GB of storage could start at approximately $1,499, with higher-capacity versions becoming considerably more expensive.

The biggest talking point is expected to be the 1TB model. With an estimated increase of $200-$300, the highest-end iPhone 18 Pro Max could come close to the $2,000 mark, matching or even exceeding the current price of Samsung's Galaxy Z Fold 7.

That would mean buyers may need to spend as much as they would on a premium laptop or flagship foldable phone to own Apple's most advanced smartphone.

Smartphone prices are rising across the industry

Apple is not alone in facing mounting production costs. Memory chips, AI processors and advanced display technologies have all become more expensive worldwide.

Samsung has already raised prices across its Galaxy S26 lineup. The standard Galaxy S26 increased from $799 to $899, while the Galaxy S26 Plus climbed from $999 to $1,099. Although the Galaxy S26 Ultra retained its starting price, higher-storage variants became significantly more expensive.

Against that backdrop, analysts say an Apple price increase would not come as a surprise. They believe the smartphone industry is entering a new cycle in which AI capabilities and premium hardware will continue pushing flagship prices higher.

Google's Pixel 10 Pro XL currently starts at around $1,199. Although no official pricing has emerged for the Pixel 11 series, industry observers expect Google will face similar cost pressures.

The biggest question remains whether the iPhone 18 Pro and iPhone 18 Pro Max will justify a price increase of $200-$300 with the upgrades they deliver.

Hai Phong