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According to a new report from Taiwanese research firm TrendForce, the iPhone 18 Pro will start with 256GB of storage matching the iPhone 17 Pro's minimum capacity, not exceeding it. The real story, however, is what's happening to the price. TrendForce says retail price increases are "unavoidable", with 9to5Mac estimating the iPhone 18 Pro could start at $1,399 a $300 jump from the iPhone 17 Pro's $1,099 starting price.
The Storage Story: No Upgrade This Year
Apple doubled the base storage on the iPhone 17 Pro to 256GB, up from the iPhone 16 Pro's 128GB. This year, however, there will be no further increase.
TrendForce's report did not explicitly mention the iPhone 18 Pro Max, but the Pro and Pro Max models have started with the same storage capacity for the past two generations.
The Real Story: Costs Are Soaring
The reason for the price increase is straightforward but the scale is staggering.
Bill of Materials (BOM) cost is up nearly 40%. TrendForce estimates the 256GB iPhone 18 Pro will cost roughly 38% more to build than the equivalent iPhone 17 Pro. That's one of the largest single-generation cost increases in iPhone history.
The culprit? Memory. The ongoing memory chip shortage driven by companies building out AI data centers has sent RAM and storage chip prices skyrocketing. Memory now dominates the iPhone's component cost structure:
Just a year ago, the display was the most expensive component in an iPhone. Now, memory has taken over and the gap is widening.
How Much Will the iPhone 18 Pro Cost?
TrendForce says retail price increases are "unavoidable". The question is: how much?
Reports suggest U.S. starting prices could rise by $200 to $300 over the iPhone 17 Pro. If so, the iPhone 18 Pro could start at $1,399 and the iPhone 18 Pro Max at $1,499.
But Apple may not pass the full cost on to consumers. TrendForce expects Apple to follow the same strategy it used with recent MacBook launches: sacrifice some gross margin to soften price increases and protect shipment volumes. A $300 price jump would be significant Apple has typically reserved such increases for far more expensive products.
The Bigger Picture: A "Hundred-Year Flood" on Memory Pricing
Apple has already raised prices across the Mac, iPad, Apple TV, HomePod, HomePod mini, and Vision Pro lines in June. The increases ranged from $30 for the HomePod mini to up to $1,300 for a high-end Mac Studio configuration.
Apple CEO Tim Cook described the situation as a "hundred-year flood" on memory pricing language he said he has never used in more than 40 years in the consumer electronics industry. Cook made the remarks during Apple's Q3 2026 earnings call on July 30, 2026.
"We did it because we're in what I would characterize as a 100-year flood on the memory pricing, with exponential increases in memory prices." Tim Cook, Apple CEO (Apple Q3 2026 Earnings Call Transcript)
The supply-demand imbalance is a direct result of companies building out AI data centers, which has led to skyrocketing prices for RAM and SSD storage chips used across the entire consumer electronics industry. Memory prices have climbed five- to sevenfold since the start of 2025.
What This Means for You
If you're planning to buy an iPhone 18 Pro: Expect to pay more possibly $200 to $300 more than the iPhone 17 Pro. The 256GB base storage is unchanged, but the price isn't.
If you're considering an iPhone 17 Pro: The iPhone 17 Pro currently starts at $1,099 with 256GB storage. If you don't need the iPhone 18 Pro's new features, buying the current model could save you hundreds.
If you're watching the broader tech market: The memory chip shortage is not going away soon. TrendForce predicts memory prices will likely continue rising through 2027.
Strategic Trajectories
Critical Unknowns
Exactly how much will Apple increase the price? Reports range from $200 to $300. The final number will depend on how much margin Apple is willing to sacrifice.
Will Apple raise prices on older iPhone models? TrendForce suggests this is a possibility. If so, the iPhone 17 Pro could become more expensive making the iPhone 18 Pro's price increase feel less severe by comparison.
Your View
If the iPhone 18 Pro starts at $1,399 a $300 increase over the iPhone 17 Pro would you still buy it?
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Yes — I need the latest features regardless of price.
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Maybe — it depends on what new features are offered.
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No — the price is too high for the upgrade.
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I'd buy the iPhone 17 Pro instead.
Frequently Asked Questions
Quick Takeaways
256GB base storage remains — iPhone 18 Pro starts at 256GB, matching iPhone 17 Pro, no increase.
BOM costs up ~38% — TrendForce estimates the bill of materials for the 256GB iPhone 18 Pro is roughly 38% higher than the equivalent iPhone 17 Pro.
Memory now dominates — memory's share of component costs jumped from ~10% in Q3 2025 to ~34% in Q3 2026, expected to exceed 40% by early 2027.
**Price could hit $1,399** — [9to5Mac's estimate](https://9to5mac.com/2026/08/10/the-iphone-18-pro-will-cost-apple-38-more-in-parts-but-theres-some-good-news/) based on TrendForce's BOM data, up $300 from the iPhone 17 Pro.
Apple may absorb some cost — TrendForce expects Apple to sacrifice some gross margin to keep price increases palatable, similar to its approach with recent MacBook launches.
What to Monitor Next
Apple's September 2026 event — watch for the exact pricing announcement and any mention of iPhone 17 Pro price adjustments.
iPhone 17 Pro price changes — if Apple raises prices on older models, the iPhone 18 Pro's increase may look smaller by comparison.
Memory chip market trends — TrendForce expects prices to remain elevated through 2027.
Estimated reading time: 6 minutes
This analysis has been reviewed by the Petatech24 Technology Desk. Primary sources: MacRumors reporting by Joe Rossignol, TrendForce's official press release, 9to5Mac's analysis, and Apple's Q3 2026 earnings call transcript.
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