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Apple Prepares to Raise iPhone Prices Next Month Following Samsung, Google’s Recent Moves: Report

Apple Prepares to Raise iPhone Prices Next Month Following Samsung, Google’s Recent Moves: Report

Apple is expected to raise the prices of new iPhone models by about 9 percent.

Written by Dhruv Raghav, Edited by Rohan Pal | Updated: 24 August 2026 12:02 IST

Apple Prepares to Raise iPhone Prices Next Month Following Samsung, Google’s Recent Moves: Report

Photo Credit: Apple

iPhone 18 Pro could succeed last year's flagship iPhone 17 Pro (pictured)

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Highlights

iPhone 18 Pro series is expected to be launched next month
iPhone 18 Pro lineup might include at least two handsets
Apple has yet to confirm the launch of the new iPhone models

Apple is expected to launch its next-generation smartphones early next month, along with its first book-style foldable. The iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra could be accompanied by the new Apple Watch and AirPods models. An Apple executive recently warned about an imminent price hike across product categories, calling the new increases unavoidable. This was followed by the Cupertino-based tech giant significantly increasing the prices of MacBook, iPad, and other devices in one go, while sparing the iPhone 17 series and other smartphones. Now, a new report suggests that the price hike is set to hit the iPhone 18 Pro series, too.

iPhone Prices Reportedly Set to Rise in September

In the latest edition of his weekly newsletter ‘Power On', Bloomberg's Mark Gurman writes that Apple is preparing to raise the prices of the upcoming iPhone 18 Pro and iPhone 18 Pro Max next month. The two flagship smartphones are said to see a notable price hike over their predecessors, the iPhone 17 Pro and iPhone 17 Pro Max.

Iphone 18 Pro Discussion

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The company has reportedly been looking at how much Samsung and Google have raised the prices of their flagship handsets and how the companies have dealt with the rising costs of critical memory and storage components. The report also highlights that since Samsung and Google have increased the prices of their phone by $100 (roughly Rs. 10,000), Apple could do the same to its flagship handset.

iPhone 18 Pro Case Leak Hints at No Major Design Changes

This means that the iPhone 18 Pro could launch next month at a starting price of $1,199 (about Rs. 1,15,000) in the US, marking a 9 percent increase over its predecessor. However, the report says that this is a “fairly modest” price hike, relative to the jump in DRAM and NAND stick prices. Further, a $100 price rise would keep the iPhone 18 Pro's price competitive against Samsung's Ultra and Google's Pro models.

Interestingly, the iPhone 18 Pro could see a similar price increase over its predecessor globally as in the US. Recently, a report highlighted that the iPhone 18 Pro could launch in India at a Rs. 10,000 premium. Apart from the iPhone 18 Pro series, the iPhone 17, iPhone Air, and iPhone 17e could also receive price hikes. However, the company has yet to confirm these details.

iPhone 17 Pro

KEY SPECS
NEWS

Display 6.30-inch

Processor Apple A19 Pro

Front Camera 18-megapixel

Rear Camera 48-megapixel + 48-megapixel + 48-megapixel

RAM 12GB

Storage 256GB, 512GB, 1TB

OS iOS 26

Resolution 1206x2622 pixels

More Apple mobiles Apple mobiles price in India

iPhone 17 Pro Max

REVIEW
KEY SPECS
NEWS

Design
Display
Software
Performance
Battery Life
Camera
Value for Money

Good
The boldest redesign since the iPhone X
Bright and stunning display
A19 Pro under the hood guarantees excellent performance
Massive camera upgrade
Video quality gets a much-needed bump
Centre Stage camera at the front changes selfie game on iPhones forever
Improved charging speed

Bad
Aluminium body picks up scratches
Expensive
Heavier than the 16 Pro Max

Read detailed Apple iPhone 17 Pro Max review

Display 6.90-inch

Processor Apple A19 Pro

Front Camera 18-megapixel

Rear Camera 48-megapixel + 48-megapixel + 48-megapixel

RAM 12GB

Storage 256GB, 512GB, 1TB, 2TB

OS iOS 26

Resolution 1320x2868 pixels

More Apple mobiles Apple mobiles price in India

iPhone 17

REVIEW
KEY SPECS
NEWS

Design
Display
Software
Performance
Battery Life
Camera
Value for Money

Good
Transformative and brighter ProMotion display
Powerful performance
Meaningful camera upgrades
More value-for-money
Great battery life

Bad
iOS 26 has glitches
Ineffective anti-reflective coating

Read detailed Apple iPhone 17 review

Display 6.30-inch

Processor Apple A19

Front Camera 18-megapixel

Rear Camera 48-megapixel + 48-megapixel

RAM 8GB

Storage 256GB, 512GB

OS iOS 26

Resolution 1206x2622 pixels

More Apple mobiles Apple mobiles price in India

iPhone Air

REVIEW
KEY SPECS
NEWS

Design
Display
Software
Performance
Battery Life
Camera
Value for Money

Good
Incredibly lightweight and super thin
Stunning display
Solid performance
Good primary and selfie cameras

Bad
A single-camera sensor at the back
Slow charging
Battery life could have been better
Mono speaker leaves much to be desired
Expensive

Read detailed Apple iPhone Air review

Display 6.50-inch

Processor Apple A19 Pro

Front Camera 18-megapixel

Rear Camera 48-megapixel

RAM 12GB

Storage 256GB, 512GB, 1TB

OS iOS 26

Resolution 1260x2736 pixels

More Apple mobiles Apple mobiles price in India

Apple iPhone 17e

KEY SPECS
NEWS

Display 6.10-inch

Processor Apple A19

Front Camera 12-megapixel

Rear Camera 48-megapixel

RAM 8GB

Storage 256GB, 512GB

OS iOS 26

Resolution 1170x2532 pixels

More Apple mobiles Apple mobiles price in India

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Further reading: iPhone 18 Pro, iPhone 18 Pro Max, Apple, iPhone Price Hike, iPhone 18 Pro Price, iPhone 18 Pro Max Price

Dhruv Raghav

Email Dhruv Raghav

Dhruv Raghav is currently working as a Senior Sub Editor at Gadgets360. He has previously covered the North American financial markets as a Headline News Correspondent for a major news agency. After taking a sabbatical to prepare for the Civil Services examination, he returned to journalism to cover tech policy, with a special focus on AI laws and online gaming regulation. Now, he is back in Gadgets360 to write features and edit stories. To unwind, he likes to spend time with his PS5, listening ...More