{
  "id": 3083783,
  "title": "iPhone 18 Pro’s new price might be better than expected",
  "url": "https://urgent.news/2026/08/24/iphone-18-pros-new-price-might-be-better-than-expected",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-08-24T18:22:34.000Z",
  "source": {
    "name": "9to5Mac",
    "slug": "9to5mac",
    "url": "https://9to5mac.com/2026/08/24/iphone-18-pros-new-price-might-be-better-than-expected/"
  },
  "original_language": "en",
  "account": "The upcoming iPhone 18 Pro may not carry the high price tag that several analysts have predicted. According to a new report, the base model's price might actually start at a more reasonable $1,199, representing a modest 9% increase. This comes as a surprise given the anticipated rise in costs for memory, storage, and the new camera system.\n\nMark Gurman from Bloomberg suggests that Apple may be absorbing some of these added expenses, rather than passing them all on to consumers. The company has noted pressure on gross margins this quarter, hinting that it may not be passing on all its growing costs to customers.\n\nApple's strategy might involve keeping the iPhone generally aligned with Samsung's pricing, avoiding steep hikes seen on some Macs and iPads. While increases could be more significant for higher storage models, the base 256GB version of the iPhone 18 Pro could start at $1,199, up from the previously speculated $1,299.\n\nSo, what do you think the iPhone 18 Pro will cost? Share your thoughts in the comments section below.",
  "summary": "Apple will launch the iPhone 18 Pro soon, and a new report indicates its price might not be as high as several analysts have suggested. Here are the details.",
  "key_points": [
    "iPhone 18 Pro base model may start at $1,199, not $1,299",
    "Apple might absorb added costs, not pass them to consumers",
    "Strategy aims to keep iPhone pricing aligned with Samsung"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}