Apple’s next premium iPhones could become more expensive, but the company is also expected to bring several useful hardware upgrades that may help justify the higher price.
The iPhone 18 Pro and iPhone 18 Pro Max are expected to arrive in September 2026, alongside Apple’s first foldable iPhone. While the foldable model will likely get most of the attention, the Pro models could be the more practical choice for people who want a traditional iPhone.
The bigger question, however, is whether these new models will be worth paying extra for.
Apple is facing higher memory costs, and that could have a direct effect on the price of its next iPhones. Current estimates suggest the iPhone 18 Pro could start around €1,400, while the iPhone 18 Pro Max could be priced close to €1,600. These figures are not official yet, and Apple is expected to confirm the real prices at its September launch event.
The current iPhone 17 Pro starts at €1,339 for 256GB of storage. The 512GB version costs €1,589, while the 1TB model reaches €1,839. The iPhone 17 Pro Max starts at €1,489 and goes as high as €2,489 for the 2TB version.
That is already a lot of money for a smartphone. A further increase could make the next generation even harder to justify for average buyers.
One major reason behind the expected increase is the rising cost of memory. DRAM prices jumped sharply during the first quarter of 2026, while analysts expect memory costs to remain high throughout the year. Higher prices for DRAM and storage could push smartphone makers to increase retail prices.
The problem is not limited to phones. AI companies are spending heavily on data centers, creating huge demand for memory and storage. Smartphone makers are therefore competing for some of the same components.
Apple is expected to feel that pressure as well. Some estimates suggest the production cost of a high-storage iPhone 18 Pro Max could be hundreds of dollars higher than the previous generation.
That does not mean Apple will simply pass the entire increase to customers, but a higher retail price is becoming increasingly likely.
There could also be fewer new iPhone choices at launch. Several reports suggest Apple may change its release schedule by launching the iPhone 18 Pro, iPhone 18 Pro Max and foldable iPhone in September 2026. The standard iPhone 18 and iPhone 18e could then arrive in spring 2027.
If that happens, buyers looking for a cheaper new iPhone around the holiday season may have fewer options. The iPhone 17 could remain available as the more affordable choice, but it may not receive every new Apple Intelligence feature planned for the newer generation.
Still, the iPhone 18 Pro models are expected to bring more than just a price increase.
Apple is rumored to be preparing an A20 Pro chip built using TSMC’s 2nm process. If the reports are accurate, this would be an important move for Apple, potentially bringing better performance and power efficiency.
The phones are also expected to use Apple’s next-generation C2 modem, with improved connectivity features including satellite support. A new LTPO+ display is another rumored upgrade.
The camera system could also receive a major change. Apple is reportedly working on a variable aperture for the 48-megapixel main camera. This could give users more control over depth of field and improve the camera’s flexibility in different shooting conditions.
There may also be changes to Face ID and the Dynamic Island. Instead of completely removing the Dynamic Island, Apple could make it smaller by moving some Face ID components beneath the display.
These upgrades sound useful, but they may not be enough to convince every iPhone owner to upgrade.
For people who already have an iPhone 15 Pro, 16 Pro or even the iPhone 17 Pro, there may be little reason to rush out and buy the new model unless they specifically want the newer camera system, faster chip or connectivity improvements.
The iPhone 17 Pro and Pro Max could actually become more interesting once the new models arrive. Retailers are already selling some configurations below Apple’s official prices, and discounts could become larger after the iPhone 18 launch.
For buyers who do not need the latest hardware, getting an iPhone 17 Pro or Pro Max at a good discount could be the smarter move.
Apple’s next generation should still offer some meaningful improvements, but the memory shortage could make the upgrade considerably more expensive. Unless prices come in lower than expected, buyers will need to think carefully about whether the new features are worth paying hundreds more.
And with memory prices unlikely to return to normal quickly, anyone planning to upgrade may want to keep an eye on both the iPhone 18 launch prices and discounts on the current generation.
