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iPhone 18 Pro’s new price might be better than expected
As Apple prepares to launch the iPhone 18 Pro, reports indicate that the pricing might not meet earlier forecasts. While analysts anticipated a starting price of $1,299 or $1,399, it is now suggested that the base model could start at $1,199, indicating that Apple is absorbing some of the increased component costs. This cautious pricing strategy aims at keeping Apple competitive against rivals like Samsung and Google, who recently upped their phone prices.
MonitorConfidence: MediumShort term horizon
Published 24 Aug 2026, 18:30 UTC1 min read
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Summary
TL;DR
- iPhone 18 Pro may start at $1,199 instead of higher expected prices
- Apple is navigating component cost increases without fully passing them onto consumers
- Analysts previously suggested prices starting at $1,299 or $1,399
- Competitor pricing strategies from Samsung and Google influence Apple’s decision
- Potential for larger price hikes on higher storage models remains
Interesting facts
- Apple's potential price flexibility suggests a strategy to avoid consumer sticker shock
- Previous reports hinted at significant increases for higher storage models of the iPhone 18 Pro