The iPhone 18 Pro Max may carry a starting price near EUR 1,119, according to a new forecast from market research firm TrendForce. The projection points to a broader price increase across Apple’s next flagship lineup, driven largely by a global memory shortage that is pushing hardware costs sharply upward.
TrendForce expects the entire iPhone 18 series to cost between 10% and 20% more than the current generation. The firm attributes much of that jump to the ongoing RAM shortage, which has significantly inflated component prices for smartphone makers. For the 256GB Pro model, memory costs in the third quarter of 2026 are projected to be nearly 400% higher than they were a year earlier.
According to the firm, Apple’s efforts to negotiate lower prices on other components are unlikely to offset that pressure. A TrendForce representative said that while upgrades to the processor and optical system contribute to higher costs, the surge in memory prices is the single biggest factor behind the adjustment.
What the iPhone 18 Lineup Could Cost
Apple already raised prices on select products in June 2025 due to the memory shortage, though iPhones were excluded from those increases at the time. TrendForce now expects Apple to absorb some of the added costs to keep pricing “relatively moderate” for the new models.
For the premium tier, TrendForce projects the iPhone 18 Pro will start between EUR 1,032 and EUR 1,118, while the iPhone 18 Pro Max is expected to land between EUR 1,118 and EUR 1,204.
The most notable pricing shift involves Apple’s first foldable model, which may be branded the iPhone Ultra. Some analysts estimate the foldable device could cost between EUR 1,721 and EUR 2,151. TrendForce places the starting price slightly higher, between EUR 1,806 and EUR 1,978, with configurations potentially reaching EUR 2,581.
Modest Upgrades Beyond the Foldable
Despite the higher prices, TrendForce cautions buyers not to expect major performance leaps across the lineup. The firm anticipates a more capable processor tuned for AI features and power efficiency, improved chip cooling technology, and more power-efficient displays.
The iPhone 18 Pro models could also introduce a mechanical variable aperture on the main camera, offering better depth-of-field control and improved dynamic range across different lighting conditions. Battery life is another area of focus, with larger batteries expected in the premium iPhone 18 models. The iPhone 18 Pro Max could see the biggest gains thanks to a larger chassis.
Apple is set to reveal the new lineup at its upcoming “Surprise and shine” event, where the foldable iPhone and the premium iPhone 18 models are expected to debut. For the 256GB Pro model, memory costs alone are projected to run nearly 400% higher than a year earlier.
