Apple recently raised prices across much of its product lineup, but even more increases are expected next month for iPhone and more. Earlier this summer, the company increased prices on Macs, iPads, Apple TVs, HomePods, and Vision Pro all at once. CEO Tim Cook had warned that price increases were coming, but the widespread nature of the change still caught many customers off guard. The only flagship products spared in that initial wave were the iPhone, Apple Watch, and AirPods.

Now, price increases are widely expected for the iPhone as part of the September iPhone 18 event. Analysts believe the products spared initially will be hit with higher prices before long, and the iPhone is first in line. According to current rumors, the iPhone 18 Pro will start in the $1,299–1,399 range, compared to $1,099 for the iPhone 17 Pro. That would represent a significant jump for Apple’s most popular device.

Apple’s summer price wave

The first batch of increases covered nearly every major product category except for three. Macs, iPads, Apple TVs, HomePods, and Vision Pro all became more expensive in a single adjustment. That move was notable not just because of the number of products affected, but because Apple rarely raises prices across such a wide range of devices at once. Historically, Apple has tried to keep prices stable for as long as possible, even when component costs increase. The company has often absorbed higher costs rather than passing them on to consumers.

But this year is different. The global memory market is experiencing a major price surge, driven by demand for AI infrastructure and data center expansion. Memory and storage costs have climbed sharply, and Apple is not immune to those pressures. Tim Cook’s warning about coming increases was a clear signal that the company intended to offset rising input costs with higher selling prices.

The summer wave also gave Apple an opportunity to test customer reactions. By raising prices on products that make up a smaller share of its revenue, Apple could gauge whether consumers would push back. With the iPhone, Apple Watch, and AirPods still untouched, the company saved its most important categories for a follow-up move. That follow-up is now expected to arrive in September.

iPhone 18 Pro price expectations

The iPhone is Apple’s core product, so any price change is significant. The current iPhone 17 Pro starts at $1,099, but the iPhone 18 Pro is rumored to start between $1,299 and $1,399. That would be a $200–300 increase, which is far larger than typical year-over-year changes. Apple has kept iPhone Pro starting prices in the same general range for years, with occasional $100 bumps. A jump of this size would be remarkable.

One factor driving the expected increase is the same memory crisis affecting the rest of the tech industry. Newer iPhones are expected to include more RAM to support on-device AI features, and memory prices have skyrocketed. Higher memory capacity means higher component costs, and those costs are likely to be passed on to buyers.

Another factor is the ongoing shift in Apple’s pricing strategy. The company has been moving toward a more premium positioning for its Pro models, with regular models serving as the more affordable option. If the iPhone 18 Pro does start at $1,299 or higher, it would create a wider gap between the standard iPhone and the Pro lineup. That could push more customers toward the standard models, but it could also increase overall revenue if Pro demand remains strong.

Older iPhone models may not drop in price

Apple usually lowers the price of older iPhone models when new ones are introduced. For example, when a new iPhone launches, the previous year’s model often receives a $100 or $200 discount. This year, however, that pattern may be broken. Reports suggest that older models will either stay at the same price or increase slightly. That would be a notable departure from the standard practice.

There are a few reasons why Apple might avoid price drops. First, if component costs remain high, Apple may not have enough margin to discount older devices. Second, keeping older models at higher prices would make the new iPhone 18 line seem like a better value by comparison. Third, Apple may be trying to simplify its lineup by reducing the number of budget-friendly options available.

For consumers, this means the usual advice to buy the previous year’s iPhone when a new one launches may not result in the expected savings. Instead, those looking for a deal might need to consider refurbished models or carrier promotions.

Apple Watch at risk

The Apple Watch is another product that could see a price increase. The Series 12 and Ultra 4 are both candidates for hikes. The current AI-fueled memory crisis will impact watch components too, according to analysts. Smartwatches rely on memory for apps, watchOS, and health data, and their compact designs make it difficult to use cheaper, larger memory chips.

The Apple Watch Ultra, in particular, has been positioned as a premium product, and Apple could raise its price without losing many customers. The Watch SE, if it is updated, might also see a small increase, but Apple could choose to keep the SE at a lower price to maintain an entry-level option.

Apple Watch price increases have been rare in the past. The Ultra launched at $799 and has stayed at that price through its first two versions. A price hike on the Ultra 4 would be a significant move, especially if the product is positioned as the ultimate sports and outdoor watch. However, given the memory crisis and rising component costs, it would not be surprising.

AirPods are less likely, but still possible

AirPods could also become more expensive, but that outcome is less likely than iPhone and Apple Watch increases. AirPods should be minimally impacted by rising memory and storage costs because their memory components are relatively small. However, if Apple intends to raise prices across its full product lineup, AirPods could still be included.

The next generation of AirPods, presumably AirPods Pro 3 or a new standard AirPods model, might arrive with new features and a higher price tag. The current AirPods Pro 2 are often discounted to $199, down from their $249 launch price. If the next model includes better sound quality, improved noise cancellation, or new health features, Apple may use that opportunity to raise the price.

There is also the possibility that Apple keeps AirPods pricing flat while making other products more expensive. That would give the company a competitive advantage in the wearable market, where rivals like Samsung and Google are also raising prices. But if Apple truly wants to offset overall cost increases across its lineup, AirPods could contribute as well.

Why Apple is raising prices

The primary driver is the sharp increase in memory and storage costs. The AI boom has created enormous demand for high-bandwidth memory and solid-state storage, pushing prices up across the industry. Companies that use these components in large quantities, like Apple, are facing higher production costs.

Apple could choose to absorb these costs and reduce its profit margins, but the company has consistently prioritized profitability. Tim Cook’s earlier comments made it clear that Apple would not absorb the increases indefinitely. Instead, it would adjust pricing to reflect the new cost environment.

The price increases are also part of a broader trend in the tech industry. Many manufacturers are facing higher costs for semiconductors, memory, and logistics. Some have already raised prices on smartphones, laptops, and other devices. Apple is following that pattern, but because of its scale and premium positioning, its price changes attract significant attention.

What this means for buyers

Anyone planning to buy a new iPhone, Apple Watch, or AirPods in the coming months should be prepared for higher prices. If you are considering an iPhone 18 Pro, it may cost $200–300 more than the previous model. Older iPhone models may not see the usual price drops, so waiting may not save you much.

Apple Watch buyers should also watch for changes in the Series 12 and Ultra 4 pricing. If memory costs continue to rise, Apple may raise watch prices or reduce the amount of storage included in base models. AirPods, meanwhile, remain the least likely to see an increase, but nothing is guaranteed until Apple makes an official announcement.

For those who want to avoid the price hikes, buying current models now may be the best strategy. Once the September event happens, current-generation products may not get cheaper. In fact, they could become more expensive if Apple adjusts the entire lineup.

The September event will be crucial for anyone following Apple’s pricing strategy. It will reveal not only the new iPhone, Apple Watch, and possibly AirPods, but also how far Apple is willing to go in passing on cost increases to consumers. With the memory crisis showing no signs of slowing down, these price changes might be just the beginning.

What price changes are you expecting from Apple? Let us know in the comments.

Source:9to5Mac News