Update: Tim Cook, CEO of Apple, has recently indicated to The Wall Street Journal that “increased prices are inevitable” for future devices.
“We are doing everything we can to lessen the significant rises that are being handed over to us, and we’ve been striving to protect our customers from these increases, but the situation has turned unmanageable,” he stated to the publication.
It remains uncertain if this implies that the iPhone 18 will indeed see a price surge (refer to our remarks on the source of the initial report below), or if Apple will absorb the costs for its prized flagship device while raising prices on alternative models.
There’s a possibility that Apple could keep iPhone 18 prices steady in its vital domestic US market while increasing them internationally.
Original report: The upcoming iPhone 18 may sidestep the primary challenge confronting its competitors in the smartphone market for 2026.
As per fresh reports from Taiwan, the iPhone 18 might feature an impressive (for iOS) 12GB of RAM instead of the 8GB offered in the iPhone 17.
This enhancement would allow Apple’s next mainstream model to efficiently operate its more advanced Siri AI functionalities. However, that’s not the most intriguing part of this news, according to this AI skeptic.
What’s far more captivating, I’d posit, is the idea that the iPhone 18’s RAM upgrade could occur without a corresponding increase in price. Reports suggest that Apple will absorb the impact on its margins due to the current memory scarcity and maintain its standard pricing of $799 for this new device.
Whether this price stability will apply to UK and European markets (not to mention globally) is still unclear.
Emma Rowley / Foundry
Caveats and consequences
It’s important to note that this information comes from DigiTimes, which hasn’t always been a consistently trustworthy source of industry news.
With that consideration in mind, we can begin to hypothesize what might be a significant appeal for the iPhone 18.
Earlier this year, Samsung raised the pricing for its entry-level Samsung Galaxy S26 – which will likely be the main competitor to the iPhone 18 at its release – to $899.99 / £879.
This represented a $100 increase over both the Samsung Galaxy S25 and the iPhone 17.
If this rumor is accurate, Apple may find itself in the rare position of presenting the best value flagship smartphone on the market by the end of 2026.
We truly are navigating unusual times.
Summary
The iPhone Pricing Dance
The iPhone 18 might just navigate 2026’s pricing challenges with a clever smirk, if the rumors are accurate. This device could come equipped with enhanced RAM without depleting your funds. However, with Tim Cook’s latest caution, it’s uncertain if Apple will maneuver around the pricing altogether. Stay alert!
