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Developing· Apple· Published Aug 24, 2026

Apple Reportedly Preparing to Raise iPhone Prices

Bloomberg's Mark Gurman reports that Apple is preparing to raise iPhone prices amid memory and chip supply pressures. A roughly $100 increase would put the projected iPhone 18 Pro starting price at $1,199, but the timing and final pricing remain unknown.

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Signal Summary

The report says Apple raised prices across almost every major product category about two months earlier, with affected Macs and iPads increasing by about 23% on average. Samsung and Google also raised prices on their latest smartphones by about $100; matching that increase would put the iPhone 18 Pro about 9% above the iPhone 17 Pro's $1,099 starting price.

Why It Matters

The reported preparation would extend supply-cost pressure from Apple's other products to the iPhone lineup and could raise the projected entry price of the next Pro model by $100. Apple has not confirmed the increase, its amount, the affected models, or when it would take effect.

DNA Read

Current confidence for this signal is 50/100; we continue to monitor additional independent sources to adjust the assessment.

Evidence

Start with the primary evidence, then review supporting sources and context.

1 items

Primary Evidence

1
  • MacRumorsDocumentOriginal

    Apple Preparing to Increase iPhone Prices

    Hartley Charlton

    “Apple is preparing to raise iPhone prices following similar moves from Samsung and Google, according to Bloomberg 's Mark Gurman . Apple raised prices on almost every major product category two months ago, with affected Macs and iPads rising about 23% on average.…”
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