Apple CEO Tim Cook told The Wall Street Journal last week that soaring memory costs are affecting the company. Asked which products would see price increases and on what timeline, he said Apple was "still working through that," with more details expected alongside the next iPhone lineup in September.

The potential increase comes amid a global shortage of DRAM and NAND flash memory, key components used to store and process data in smartphones. Manufacturers including Samsung Electronics and Micron Technology have shifted more production toward memory chips for artificial intelligence servers, reducing supplies available for consumer devices, according to MacRumors.

Rumored color variants of the iPhone 18 Pro. Photo from X

Based on analysis from research firm TechInsights, The Wall Street Journal reported that prices for DRAM and flash storage could be about four times higher this fall than a year earlier. The newspaper estimated that the $1,099 17 Pro carries a gross profit margin of about 47%. To maintain a similar margin on the 18 Pro, Apple would need to charge around $1,371, based on projected production costs.

However, Apple typically favors standardized pricing, making a starting price of $1,299 more likely. That would lower the gross profit margin to about 44%.

The estimate does not include the cost of a redesigned camera system. Supply chain analyst Ming-Chi Kuo has said the new camera could cost Apple about 50% more than the previous generation. Factoring in that expense, the 18 Pro could start at $1,399 or higher.

Despite the potential increase, PhoneArena said the US tech giant is well positioned to pass higher costs on to consumers because of its strong position in the premium smartphone market and the loyalty of its customer base.

The 18 Pro and 18 Pro Max are expected to debut in September alongside Apple's first foldable smartphone, tentatively referred to as the iPhone Ultra. The device is widely expected to become Apple's most expensive smartphone to date, with a price tag of more than $2,000.