Price Increases May Not Affect Demand for iPhone 18 Pro: Demand Will Be Resilient

For the second half of 2026, primarily due to the memory crisis, Apple will focus on the high-end of its iPhone range, launching three models: iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Ultra (the company's first foldable device). The decision not to launch the iPhone 18 is mainly related to margin issues and the risk of limited supplies.

The prices of the new iPhones will increase in the coming weeks, and the models in the 18 series will cost more than those in the 17 series. Additionally, the iPhone Ultra will be a very expensive model (it is estimated that it could cost more than a 2 TB iPhone 17 Pro Max).

Demand Will Remain High
The increase in price is not expected to affect demand for the Pro models. Indeed, Apple anticipates a "resilient" demand despite the inevitable increase in the list price from iPhone 17 Pro to iPhone 18 Pro.

The limited impact of price increases on sales of iPhone 18 Pro and the arrival of the iPhone Ultra, priced at the high end, should ensure that Apple can navigate the memory crisis without reducing its profits related to the iPhone range, and even potentially increase them, in a very challenging market context.

Currently, based on available information, there is no room for a new iPhone 18, which will only arrive in 2027 along with the 18e and Air 2. For the coming months, iPhone 17 and 17e will continue to represent the entry-level models in the company's smartphone range even if their prices are expected to rise.