Reported by NUPIAO News | Song Jianan
On August 2, local time, well-known tech journalist Mark Gurman reported that iPhone prices are expected to rise by $100 to $200 (roughly 675 to 1,350 yuan).
When answering questions from netizens, Gurman emphasized that Apple will definitely raise prices this year. The reasons include the company’s current shortage of memory chips and main device processors, the higher costs of the all-new camera system on the iPhone 18 Pro and Pro Max, and — of course — the significantly more expensive design of its first foldable iPhone.
In Gurman’s view, the recent price hikes on iPads and Macs over the past few weeks have already given us a pretty clear preview of what’s coming.
On June 25, Apple announced a global price increase across its entire Mac and iPad hardware lineup, covering the full MacBook series, all iPads, Mac desktop devices, Vision Pro, and HomePod. Interestingly, iPhone prices were left untouched at that time.
Looking at domestic pricing adjustments, this round of Apple product increases generally landed in the 15% to 20% range. The entry-level MacBook Neo went from 4,599 yuan to 5,499 yuan, a jump of 900 yuan. The volume-driving MacBook Air rose by 1,500 yuan, now starting at 9,999 yuan. The 14-inch MacBook Pro added 2,500 yuan, pushing its price past 15,999 yuan. And the high-end Mac Studio saw a one-time increase of 3,500 yuan.
The iPad lineup also saw across-the-board increases. The base iPad went up 800 yuan to 3,799 yuan, the iPad Air added 1,200 yuan, and the iPad Pro jumped straight from 8,999 yuan to 10,799 yuan.
As for the foldable iPhone, Gurman is advising users to brace themselves — its starting price will be at least $2,000 (about 13,507 yuan), possibly even higher.
Gurman previously noted that, based on historical patterns, the most likely release dates for the iPhone 18 Pro and iPhone Ultra are September 8 or September 9. However, since the U.S. Labor Day falls on September 7, Apple may prefer to schedule the launch for a day that avoids the holiday travel rush — likely September 9.
For those keeping track, the iPhone 18 Pro series includes a 6.3-inch Pro and a 6.9-inch Pro Max. Both are powered by the A20 Pro chip (built on a 2nm process), delivering significant gains in performance and energy efficiency. They’re paired with Apple’s self-developed C2 baseband, which supports 5G satellite communication.
On the display front, the Dynamic Island has been slimmed down by 35%, offering a higher screen-to-body ratio and a peak brightness of 2,600 nits. For photography, the main camera debuts a physical variable aperture (f/1.4 to f/4.0), while both the ultra-wide and telephoto lenses are 48MP. The Pro Max also features a 6x optical periscope telephoto lens. Additionally, the iPhone 18 Pro series introduces new color options like Deep Cherry Red, and the Pro Max packs a battery exceeding 5,000mAh for better endurance.
According to the latest analyst report from JPMorgan, Apple’s first foldable iPhone — slated for a 2026 launch — will feature under-display front camera technology paired with a side-mounted Touch ID solution. This marks a complete departure from the notch and Dynamic Island designs we’ve lived with for years, delivering what would be the industry’s first truly seamless, hole-free full-screen design.
In his latest research note, renowned analyst Ming-Chi Kuo from TF International Securities said Apple has significantly raised its shipment forecast for the foldable iPhone. Projections for 2026 and 2027 have been bumped to 8–10 million and 20–25 million units, respectively, up from earlier estimates of 6–8 million and 10–15 million.
In late June, supply chain sources revealed that Apple has finalized the key specifications for the foldable iPhone, including the display, enclosure, and mechanical components. Mass production of its first foldable iPhone is expected to begin in late July.
Just last week, Apple reported its fiscal Q3 2026 earnings, with total revenue, net profit, and earnings per share all hitting record highs for the period. Several hardware business segments also set new June-quarter records.
According to the financial report, Apple’s Q3 total revenue reached $109.42 billion, up 16% year-over-year and beating the LSEG analyst consensus of $108.65 billion. Net profit came in at $29.789 billion, a 27% year-over-year increase, with operating cash flow hitting a historic peak for the June quarter.
Hardware remains the core engine driving Apple’s overall revenue, with the iPhone contributing nearly half of it. The segment posted quarterly revenue of $54.25 billion, up 21.7% year-over-year — the highest sales figure ever recorded for a June quarter — with premium Pro models continuing to lift the average selling price.
Commenting on iPhone’s performance, Varun Mishra, Chief Analyst at Counterpoint Research, noted that the growth was largely driven by the strong showing of the iPhone 17 series. Throughout the quarter, Apple kept iPhone prices stable while competitors raised theirs by an average of 15%–20%, which further strengthened Apple’s competitive position. Apple also aggressively ramped up shipments, particularly in China, grabbing market share while rivals were hiking prices. Meanwhile, market expectations of future iPhone price increases prompted some consumers to pull their purchases forward.
That said, Apple isn’t immune to the massive cost pressures from the memory chip shortage. During the earnings call, CEO Tim Cook said the company is evaluating all possible responses as storage chip prices continue to climb. He described the current memory pricing environment as a “once-in-a-century flood,” noting that prices have risen exponentially. When discussing the recent Mac and iPad price hikes, he acknowledged that the decision was made “reluctantly.”
Cook revealed that Apple’s storage procurement spending increased consistently in both the March and June quarters, and costs are expected to keep climbing in the September quarter — though some of that pressure will be offset by beginning inventory gains and cost reductions in non-storage components. He stressed that the DRAM market is currently dominated by just three suppliers, and having more suppliers would help improve supply conditions and have a positive impact on product pricing.
When analysts pressed him on the logic behind the price adjustments, Cook said Apple doesn’t chase revenue or profit margins in isolation — the company weighs sales volume and long-term market share when making business decisions.
Looking ahead, Tarun Pathak, Research Director at Counterpoint Research, offered a sobering outlook: “With storage prices expected to keep rising in the coming period, the smartphone industry will face an even tougher market environment in the second half of the year.”
However, thanks to its massive installed base of active devices and the positive early market reception of Siri AI, Counterpoint Research believes Apple is well-positioned to continue outperforming the broader industry across its core hardware categories.
