The iPhone 18 series could cost significantly more than current models, with prices potentially rising by 10 to 20% according to a fresh market forecast. Ahead of Apple’s forthcoming “Surprise and Shine” event, expectations are building around new hardware, including a new Apple Watch and the company’s first foldable handset, which could be branded the iPhone Ultra.
Market research firm TrendForce attributes the anticipated increase to an ongoing RAM shortage and higher hardware costs. The firm notes that, for the 256GB Pro model, memory costs in the third quarter of 2026 are expected to be nearly 400% higher than a year earlier. While Apple has been negotiating lower prices for other components, those savings are unlikely to offset the pressure on overall materials costs.
Pricing pressure and Apple’s response
Apple raised prices on select products in June because of the RAM shortage, but excluded iPhones from those increases at the time. There is now a chance that some iPhone 18 models could arrive with higher prices at the September event. TrendForce expects Apple to absorb part of the additional costs to keep pricing for the new models within a relatively moderate strategy.
For the foldable iPhone Ultra, some analysts believe it could cost between roughly £1,580 and £1,975. TrendForce predicts a slightly higher starting point, between about £1,655 and £1,815, with the handset potentially reaching around £2,365.
What to expect from the hardware
Higher costs are not expected to translate into sweeping performance gains. TrendForce suggests buyers should not anticipate major upgrades across the lineup. Instead, the emphasis falls on a more powerful processor for AI features and power efficiency, improved chip cooling technology and power-efficient displays.
The iPhone 18 Pro models’ main camera could feature a mechanical variable aperture, improving depth-of-field control and dynamic range across different lighting conditions. The most notable changes centre on the potential arrival of the folding iPhone Ultra and larger batteries for premium iPhone 18 models. The iPhone 18 Pro Max could see the biggest upgrade thanks to a larger chassis, building on the strong battery performance already recorded for the iPhone 17 Pro Max.
