Overview
- Multiple outlets report Apple is likely to unveil iPhone 18 Pro and Pro Max with a first foldable at an early‑to‑mid September event, with preorders and sales following Apple’s usual launch cadence.
- GF Securities analyst Jeff Pu estimates a $250–$300 retail increase for Pro models and links the jump to higher costs for TSMC 2nm A20 silicon and sharply rising DRAM and NAND prices.
- Apple CEO Tim Cook has publicly described memory prices as a '100‑year flood,' confirming the company faces unusually large memory‑price pressure that could affect margins and pricing decisions.
- Rumored hardware upgrades for the Pro line include a 2nm A20 chip, tighter RAM/storage packaging, a variable‑aperture main camera, and a smaller Dynamic Island as Face ID parts move under the display.
- Analysts warn higher prices could weaken demand and limit early supply, a view that has already prompted at least one downgrade of Apple stock and could lead Apple to stagger releases and negotiate supplier deals to soften sticker shock.