Apple is preparing for price increases across parts of its product lineup as DRAM and NAND flash component costs rise, according to prior company statements and a new analysis reported by The Wall Street Journal. Apple CEO Tim Cook says the company is working through which devices will be affected and when, with further details expected when the next iPhone lineup launches in September.
The increases are tied to a global memory shortage. The WSJ report attributes the tight supply to growing competition for DRAM and NAND from AI data centers, which is drawing capacity toward enterprise-scale memory production and leaving less for consumer electronics like iPhones. TechInsights analysis cited by the WSJ projects that DRAM and flash storage prices could roughly quadruple by the fall compared with last year.
TechInsights estimates Apple’s component costs for the iPhone 18 Pro will increase substantially versus the iPhone 17 Pro, including higher DRAM and storage costs. Based on those projections and assumptions about maintaining gross margins with Apple’s standardized pricing approach, the WSJ estimates the iPhone 18 Pro could start at about $1,399 or higher, depending on additional camera-system costs.
