{
  "id": 6410783,
  "title": "iPhone 18 Pro Price Hike to Be Lower Than Expected",
  "url": "https://urgent.news/2026/09/09/iphone-18-pro-price-hike-to-be-lower-than-expected",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-09-09T11:00:46.000Z",
  "source": {
    "name": "MacRumors",
    "slug": "macrumors",
    "url": "https://www.macrumors.com/2026/09/09/iphone-18-pro-price-hike-to-be-lower-than-expected/"
  },
  "original_language": "en",
  "account": "Apple plans to raise the pricing of its top-tier iPhones by only $100 for each model when the iPhone 18 Pro and iPhone 18 Pro Max are unveiled, according to Bloomberg's Mark Gurman's report. This increase is less than what many expected, given the anticipation surrounding the event. In June, Apple raised the prices of its entire range of Macs, iPads, and home products due to a global memory shortage, but they maintained the same iPhone prices at that time. It is widely anticipated that the iPhone 18 Pro and iPhone 18 Pro Max will be priced higher than their predecessors. Gurman's estimate is significantly lower than the more alarming predictions made earlier in the summer. IDC had predicted price hikes of up to $200 for the Pro models, while GF Securities analyst Jeff Pu warned that costs for the A20 Pro chip, RAM, and storage could cause prices to rise by as much as $300. TrendForce, citing a 400% year-on-year rise in memory chip costs, had modeled a $150 to $200 price increase. Apple seems to be absorbing more of these costs rather than transferring them all to consumers. Earlier this year, Apple introduced the Apple Upgrade program in the U.S., a leasing plan that allows customers to pay a monthly fee indefinitely and swap their device out annually for the latest version. Wireless carriers may also help to alleviate the sticker shock of the iPhone by offering attractive installment plans and trade-in incentives, Gurman added.",
  "summary": "Apple will increase the price of its high-end iPhones by just $100 per model upon the announcement of the iPhone 18 Pro and ‌iPhone 18 Pro‌ Max, Bloomberg 's Mark Gurman reports, which is a smaller bump than many had been bracing for ahead of today's event. In June, Apple hiked the cost of all of its Macs, iPads, and home products in response to the global memory shortage, but chose to…",
  "key_points": [
    "iPhone 18 Pro and Max price to rise by $100 each",
    "Apple absorbing cost increase instead of passing to consumers",
    "Competitors predict $150-$200 price hike for new models"
  ],
  "editors_take": "A smaller-than-expected iPhone price hike suggests Apple is absorbing some component costs, potentially easing consumer sticker shock and preserving demand for the new Pro models.",
  "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."
}