The iPhone 18 lineup could arrive with noticeably higher prices, according to a new forecast from market research firm TrendForce. The company projects that Apple’s next-generation phones may cost 10% to 20% more than current models, driven largely by an ongoing memory shortage and rising hardware expenses.
Apple’s upcoming “Surprise and Shine” event is expected to introduce several new devices, including a refreshed Apple Watch and Apple’s first foldable iPhone, rumored to carry the name iPhone Ultra. While many consumers have expressed a desire for lower prices, the data points in the opposite direction.
Why Prices Are Climbing
The core issue is a RAM shortage that has pushed memory costs sharply higher. According to TrendForce, memory costs for the 256GB Pro model in the third quarter of 2026 are expected to be nearly 400% higher than a year earlier. The firm noted that even though Apple has worked to negotiate lower prices on other components, those savings are unlikely to offset the pressure on overall materials costs.
Apple raised prices on select products in June due to the memory shortage but kept iPhones out of those increases at the time. That approach may change at the September event, where some iPhone 18 models could launch with higher price tags. TrendForce expects Apple to absorb part of the added cost, describing the company’s likely approach as a “relatively moderate” pricing strategy.
What the Foldable iPhone Ultra Could Cost
The foldable iPhone Ultra is expected to sit at the top of the price range. Some analysts estimate the device could land between EUR 1,722 and EUR 2,152, while TrendForce projects a slightly higher starting price of EUR 1,807 to EUR 1,979. Depending on configuration, the phone could reach as much as EUR 2,583.
That premium pricing does not necessarily translate into dramatic performance gains across the board. TrendForce cautions that buyers should not expect major upgrades throughout the iPhone 18 lineup.
Expected Hardware Changes
Rather than sweeping improvements, TrendForce anticipates a more capable processor geared toward AI features and power efficiency, along with improved chip cooling technology and more energy-efficient displays. The iPhone 18 Pro models’ main camera could feature a “mechanical variable aperture,” which would help with depth-of-field control and dynamic range across different lighting conditions.
The most significant changes are expected to be the foldable iPhone Ultra itself and larger batteries in premium iPhone 18 models. TrendForce predicts the iPhone 18 Pro Max could see the biggest upgrade thanks to a larger chassis. Battery testing conducted last year found the iPhone 17 Pro Max delivered the best battery life among smartphones tested, suggesting the iPhone 18 premium models could push battery performance even further.
