Apple's Memory Costs Jump 400%, iPhone 18 Pro Price May Rise $100

Apple’s memory bill for the iPhone 18 Pro has reportedly jumped 400% in a year. The company looks set to pass some of that cost onto buyers next week.

Research firm TrendForce says the 256 gigabyte Pro model’s memory costs are nearly 400% higher than a year earlier. Apple is expected to confirm new iPhone pricing next week.

Memory Costs Squeeze Apple’s Margins

TrendForce said Apple’s efforts to negotiate cheaper prices elsewhere will not offset the added memory costs. That leaves Apple choosing between absorbing the hit or raising the iPhone’s retail price. The firm’s report put it in stark terms.

“For the 256GB Pro model, memory costs in 3Q26 are expected to be nearly 400% higher than a year earlier… An increase in retail prices appears increasingly unavoidable while hardware costs remain elevated.”

TrendForce

Apple has so far spared iPhone buyers from the price increases it applied elsewhere. The company raised prices on Mac, iPad, and Apple TV models in June. Apple said it had delayed the move as long as possible.

A Roughly $100 Increase Looks Likely

Current estimates point to a roughly $100 increase for the iPhone 18 Pro over the iPhone 17 Pro, per TrendForce. That figure is notably softer than analyst Jeff Pu’s earlier estimate of $250 to $300.

Earnings Note – AAPL Downgrade from Buy to Hold:* Valuation looks full after a 19% outperformance vs. Nasdaq in the past month; upside appears limited.* F3Q26 beat, F4Q26 guide softer: Revenue $109.4B (+16% YoY) and EPS $2.03 (+30% YoY) topped expectations, but F4Q revenue…

— Jeff Pu (@sssjeffpu) July 31, 2026

TrendForce expects Apple to lean more on Services revenue instead of passing on the full 400% memory increase. The firm also cited cautious consumer spending as a reason Apple will want to limit sticker shock.

Frequent upgraders may feel it most. Steeper prices could push buyers to stretch their upgrade cycles. That trend matters to investors, especially with AAPL shares recently slipping slightly around Apple’s leadership change.

Apple’s already announced lease-to-buy Apple Upgrade program could soften the blow. It would spread the higher cost across monthly payments instead of one upfront jump.

Whether Apple confirms the increase, and by how much, should become clear once the new iPhone lineup debuts next week.