# iPhone price hikes inevitable, but may be lower than expected Apple is preparing to raise iPhone prices, but the numbers could be a surprise. - **Source:** [Macworld](https://brifing.si/source/5c5245ce-d063-40e0-bd54-48b60cbc761f) - **Published:** 2026-08-24 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/b99c1460-2e6c-4228-be7b-a495e8ef161e ## iPhone price hikes inevitable After increasing prices for iPad and Mac models, Apple is now preparing to raise iPhone prices. Bloomberg reporter Mark Gurman states that these increases are 'absolutely inevitable.' However, the exact amount of the increase is still unclear. Apple's decision is influenced by cost pressures and competitors' pricing strategies. ## Influence of competitors Google and Samsung have raised the prices of their latest phone models by approximately $100. This situation creates a reference point for Apple. The starting prices of the iPhone 18 Pro and 18 Pro Max models are expected to be $1,199 and $1,299, respectively. Competitors' increases make a similar hike by Apple seem reasonable. ## Customer expectations Price increases by Google and Samsung shape customer expectations. While a $100 increase seems reasonable, a $200 hike could be perceived as arbitrary. Apple's price adjustment will be compared to competitors' moves, influencing the company's decision. ## Cost pressures Apple's latest financial disclosures show that the company is experiencing pressure on gross margins. This indicates that Apple may not pass all cost increases onto customers. The company might choose to absorb some of the costs internally. ## Conservative increases Mark Gurman predicts that Apple may lean towards relatively conservative price increases. This could be a strategic move to maintain customer satisfaction and competitive advantage. Apple's pricing strategy is influenced by both internal and external factors. ## New iPhone models Apple plans to unveil new iPhone models next month. The iPhone 18 Pro and iPhone Ultra models will feature the company's latest technologies. Despite price increases, the impact of these models on the market is eagerly anticipated. ## Customer reaction Apple's price hikes may elicit mixed reactions among customers. While some users may find the increase reasonable, others might turn to alternative brands due to higher prices. How Apple manages this situation will determine the company's future success. ## Apple's strategy Apple aims to balance price increases to cover costs while maintaining customer loyalty. The company's strategy could also shape competitive conditions in the tech industry. Apple's decisions will serve as an important reference for other brands. ## Sources covering this story - https://www.macworld.com/article/3219114/iphone-price-rises-inevitable-but-may-not-be-as-bad-as-you-expect.html — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._