Apple Inc. (NASDAQ: AAPL) has announced pricing for its new iPhone 18 Pro and iPhone 18 Pro Max models, which will begin shipping this month. The iPhone 18 Pro is priced at $1,199, while the iPhone 18 Pro Max is priced at $1,299. Both models represent a $100 increase over their respective predecessors.
On a percentage basis, the iPhone 18 Pro is set to cost 9.1% more than the previous model, while the iPhone 18 Pro Max will cost 8.3% more. This price increase comes as Apple faces rising costs for internal components, with reports indicating the company is paying 38% more for parts for the latest iPhone. Specifically, memory prices have reportedly increased by 400%.
The article contrasts Apple's pricing strategy with that of Trump Mobile. According to The Verge, Trump Mobile raised the price of its T1 Phone from $499 to $749, marking a 50.1% increase. Executives at Trump Mobile previously characterized the original $499 price as an "introductory" rate.
The article notes that the higher price of the Trump Mobile T1 Phone now places it in direct competition with mid-range smartphones like the iPhone 17E and the Galaxy S26E, which are described as having better features and quality. Apple's decision to pass on less inflation to consumers could potentially help the company maintain high demand.
