According to the International Data Corporation (IDC), rising component costs—specifically for memory chips—are driving up smartphone prices globally, forcing manufacturers like Apple to pass expenses down to consumers.
Global Price Increases on iPhone Pro and Pro Max Models
According to IDC data shared with TEK Notícias, component inflation has directly impacted hardware pricing for the latest flagship releases. In the United States, iPhone 18 Pro prices start at $1,199, while the base iPhone 18 Pro Max begins at $1,299, representing a $100 increase over previous generations. Higher storage configurations see even steeper hikes ranging from $300 to $500.
According to official retail tracking, last year’s iPhone 17 Pro started at 1,349 euros, with the Pro Max beginning at 1,499 euros. For the current generation, the base iPhone 18 Pro starts at 1,499 euros for the 256GB model. Storage upgrades scale progressively: 1,749 euros for 512GB, 2,249 euros for 1 TB, and 2,999 euros for the 2 TB model. Meanwhile, the Pro Max starts at 1,649 euros for 256GB, scaling to 1,899 euros for 512 GB and 1 TB, and topping out at 3,149 euros for the 2 TB version.
Strategy Behind Controlled Pricing Adjustments
According to Francisco Jerónimo, Vice-President for EMEA in the Devices Data & Analytics area at IDC, Apple is absorbing a portion of the manufacturing burden to maintain competitiveness. “Apple has suffered what everyone is suffering right now: the increase in memory costs and having to pass that cost to the end user,” Jerónimo stated in an interview with TEK Notícias. However, Jerónimo noted that the company is managing the shift in a “relatively controlled” manner to capture market share while competitors struggle to hold baseline pricing.
Previous-Generation Markups and New Foldable Categories
Price adjustments extend beyond newly announced hardware. Following the company’s recent product event, older available generations saw price increases ranging from $100 for 256GB and 512GB variants up to $300 for 1TB configurations in the US. In Portugal, corresponding legacy price bumps span between 100 and 350 euros.
Concurrently, Apple is introducing a new ultra-premium tier with its first foldable device, the iPhone Duo. According to regional pricing data, the foldable starts at 1,999 dólares in the US and reaches 3,199 dólares for the 2 TB tier. In Portugal, the iPhone Duo starts at 2,399 euros for the 256GB model and climbs to 3,899 for the 2 TB version. Jerónimo notes that while these price points remain prohibitive for many buyers, sales success will heavily rely on trade-in campaigns and carrier financing options.
Staggered Product Launches and Supply Chain Management
Breaking from traditional release schedules, Apple rolled out only a subset of the iPhone 18 lineup, deferring remaining models to 2027. According to IDC analysis, splitting the hardware release calendar allows the company to split consumer attention across two distinct sales periods—capturing holiday demand in the fourth quarter while introducing fresh hardware in the first quarter of the following year. Jerónimo emphasizes that this staggered rollout ultimately enables more efficient supply chain management and demand forecasting.
Frequently Asked Questions
Why are iPhone prices increasing?
According to industry analysts, rising component costs—specifically related to memory chips—are forcing manufacturers to adjust retail prices.
How much does the base iPhone 18 Pro cost in Portugal?
The base iPhone 18 Pro with 256GB of storage starts at 1,499 euros.
What is the price range for the new iPhone Duo foldable?
In Portugal, the iPhone Duo ranges from 2,399 euros for the 256GB model up to 3,899 for the 2 TB configuration.
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