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A $1,399 starting price for the iPhone 18 Pro doesn't seem credible
Reports indicate that Apple might launch the iPhone 18 Pro at a starting price of $1,399, representing a substantial increase from previous models. Analysts express skepticism about such a dramatic price hike, which could deter potential consumers from upgrading. Given Apple's desire to maintain high margins, the price increase aligns with their historical pattern of raising costs across products. However, they will need to consider the long-term impact on sales units and brand loyalty amidst these changes.
MonitorConfidence: MediumShort term horizon
Published 3 Aug 2026, 14:30 UTC2 min read
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Summary
TL;DR
- Expected price increase for iPhone 18 Pro could reach $1,399.
- This price would represent a 27% increase over its predecessor.
- Analysts discuss the impact of such a price on consumer upgrading.
- Apple's strategy emphasizes margins but considers overall revenue and units sold.
- Tim Cook indicated flexible pricing strategies may be in play.
Interesting facts
- Apple tends to introduce price increases in line with upgrading hardware costs.
- The potential price hike may deter users who prefer outright purchases.
- Leasing options could mitigate pricing concerns for some consumers.