Apple CEO Tim Cook recently said that “price increases are unavoidable,” but a new analyst report offers good news for prospective iPhone 18 Pro buyers.
The question of price increases is always a hot topic related to new iPhones. That’s in part because of consumer interest, but also due to Wall Street’s own motivation to guess pricing in advance.
Until very recently, analysts generally expected iPhone 18 Pro pricing to not stray too far from last year’s iPhone 17 Pro. For example, Ming-Chi Kuo has expected the base iPhone 18 Pro to stay the same, with increases only on higher storage tiers.
But then last week, Apple CEO Tim Cook made the unusual move of telling The Wall Street Journal that price increases are coming. He said:
“Unfortunately, price increases are unavoidable. We’re doing our best to mitigate the huge increases that are being passed to us, and we’ve been trying to shield our customers from the increases, but the situation has become unsustainable.”
That quote led WSJ to estimate that iPhone 18 Pro could start at $1,399 or more—up from $1,099 for iPhone 17 Pro. They based their numbers on Apple’s typical margins and expected increases for RAM, storage, and camera components.
But the latest J.P. Morgan analyst report offers much better news. Per Max Weinbach:
— Max Weinbach (@mweinbach) June 23, 2026Was just looking at the research for iPhone price increases from JP Morgan
They think it won't be that high for the iPhone 17/18/19
As in, they believe it could be a $50 increase in price. They'll save in other ways to offset memory, plus swapping to Apple modem for savings pic.twitter.com/he20kad7g5
If their estimates of closer to $50-100 increases prove true, that would be much better news than many are expecting.
Cook’s warning, then, could actually be a strategic way of setting expectations such that Apple can under-promise and over-deliver. In other words, Apple might make small price increases seem like good news, because it has cautioned consumers to brace for worse.
What do you expect iPhone 18 Pro’s price to be? Let us know in the comments.
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