Apple's iPhone 18 Set to Rise $100 Amid Chip Squeeze

Apple's next iPhone will cost more. A lot more. The company is reportedly preparing an across-the-board bump — driven not by marketing bravado, but by a stubborn rise in memory chip prices.

After June's price adjustments for Macs and iPads, supply-chain pressure has circled back to smartphones. RAM and NAND costs have climbed enough that absorbing the extra expense would shave too deeply into Apple's already tight margins. Sources closer to the matter say the firm tried to shoulder the hit. That window closed.

Expect roughly a $100 bump across the iPhone 18 lineup. Multiple insiders, including a recent report from a well-regarded outlet, point to a uniform increase compared with the previous generation. The math is simple: higher component costs, multiplied across millions of devices, and Apple either raises prices or eats profitability.

The rumored starting point for the iPhone 18 Pro sits near $1,199. That number lands squarely within what rivals are already charging after their own price resets. In that sense, Apple isn't breaking the market — it's aligning with it. Samsung, Google and others have nudged their tags upward, and consumers are seeing the ripple effects in store windows and online carts.

Will buyers blink? Some will. Many will not. Brand loyalty matters. Apple can raise prices without immediately losing its core customers, and that gives the company breathing room to manage margin pressure without chasing volume at any cost. Still, a $100 increase is meaningful for buyers budgeting for an upgrade.

What to watch now: official pricing at launch, regional variations tied to currency and tariffs, and whether Apple shifts features or storage tiers to soften sticker shock. The chip market rarely moves in a straight line. If prices cool, Apple's choices next year will look different. If they don't, today's conservative increase could set a new baseline for flagship pricing.

Keep an eye on the announcement—because this isn't just about one product. It's a window into how supply chains shape the gadgets we use every day.