Overview
- This week Apple CEO Tim Cook said price increases are "unavoidable," signaling the company will raise prices on at least some products to cover surging memory and storage costs.
- Apple’s next Pro models are widely expected to debut in September 2026 running iOS 27 and the new Apple Intelligence features introduced at WWDC.
- Leaks and supplier reports point to major hardware changes for iPhone 18 Pro and Pro Max, including an A20 Pro built on a 2nm node with WMCM packaging, an Apple C2 5G modem, and expanded on‑device AI capability.
- Reported design and camera upgrades include a smaller Dynamic Island as Face ID moves under the display, a variable‑aperture main camera, stronger telephoto optics, and modestly larger batteries for improved battery life.
- Supplier commentary and rising component costs are increasing manufacturing complexity, raising the chance the high‑end foldable 'iPhone Ultra' will be shown this fall but ship in early 2027, and analysts estimate a U.S. iPhone 18 Pro starting price near $1,299 with substantially higher local prices in markets such as India.