Apple is expected to unveil the iPhone 18 Pro at a price of up to US$1,319 for the base configuration — potentially the most expensive standard iPhone ever — as a dramatic spike in memory component costs reshapes smartphone pricing globally. Market research firm TrendForce projects the new iPhone line-up will cost 10 to 20 per cent more than its predecessors, with the price hike driven almost entirely by surging memory costs.

The numbers behind the price jump

The iPhone 17 Pro launched at US$1,099, while the iPhone 17 Pro Max started at US$1,199. According to TrendForce, memory costs for the 256-gigabyte iPhone 18 Pro model are estimated to be nearly 400 per cent higher than at the same point last year — a staggering input-cost escalation that is now flowing through to retail prices across the industry.

Despite the scale of the increase, TrendForce characterised Apple's approach as a 'moderate pricing strategy', noting that the company is reportedly absorbing a portion of the component cost surge rather than passing it entirely to consumers. The move is seen as a deliberate effort to protect market share amid a weak global macroeconomic environment and increasingly cautious consumer spending.

What Apple is set to announce

Apple is scheduled to hold a product launch event in California on Wednesday morning, where TrendForce expects the company to formally introduce the iPhone 18 Pro, the iPhone 18 Pro Max, and its first-ever foldable iPhone. The standard iPhone 18 and additional models are expected to follow in the first quarter of next year, according to the firm's projections.

The foldable iPhone: a new price frontier

Apple's long-anticipated foldable device is projected to carry a starting price of between US$2,099 and US$2,299, with the top-tier configuration potentially exceeding US$3,000, according to TrendForce estimates. The foldable is expected to feature a dual-camera set-up and a conventional capacitive fingerprint sensor — a notable departure from Face ID as the sole biometric method on flagship devices.

Why it matters: the broader memory cost crisis

The memory price surge is not an Apple-specific problem — it reflects a tightening in the global NAND and DRAM supply chain that is affecting device makers across the board. Competitors including Xiaomi and Huawei face the same input-cost pressures, though their ability and willingness to absorb costs or pass them on varies significantly by market positioning and margin structure.

For consumers, the trajectory is clear: premium smartphones are entering a new, higher price band. Whether demand proves resilient at these levels — particularly in price-sensitive emerging markets — will be a critical test for the industry heading into 2027.