If Apple reintroduces the 128GB option, the cost of your iPhone 18 Pro will increase quickly.

      Digital Trends

      Apple may be preparing for a familiar type of price increase that doesn't appear as a price increase. By adjusting the entry-level storage option, it can raise the cost for consumers wanting a specific model.

      Last autumn, Apple eliminated the iPhone 17 Pro model with 128GB of storage. Customers desiring that Pro had to begin their purchase with the 256GB model, resulting in an additional $100 charge upfront.

      This is significant for iPhone storage costs as it alters the baseline, not merely the premium options. Instead of considering whether to pay for more space, buyers are effectively forced into a higher tier.

      An investor note from analyst Craig Moffett at Moffett Nathanson suggests this is a tactic Apple might use again to counterbalance rising costs, as reported by the Wall Street Journal.

      The removal of the 128GB option increases the entry price automatically. This is a straightforward way to enhance revenue per device without the introduction of new features.

      For consumers, this can feel like an imposed upgrade. If you rely on cloud storage and don't often record high-bitrate videos, the shift to 256GB might not alter your daily usage, yet you will still incur the payment.

      This is why the removal of the 128GB option is an important indicator to monitor, even before any official pricing information emerges.

      Why this might be preferable to a visible price increase

      Adjusting storage options takes effect immediately since it impacts anyone seeking the base Pro model. It also affects marketing strategies, as retailers and carriers have fewer lower-priced options to highlight.

      Moffett believes that storage is particularly lucrative for Apple due to the substantial markup on extra memory. If costs are rising, rearranging storage options can safeguard profit margins while maintaining a consistent advertised price.

      How to manage your budget

      Before making a purchase, assess your current storage usage and what is taking up space, including photos, videos, offline downloads, games, and message attachments. If you're comfortably below 128GB now, being pushed to 256GB is primarily an additional cost.

      If you're nearing your limit, the upgrade may be easier to rationalize. Regardless, prepare for the possibility that the next Pro model may start at a higher price, and consider now whether you would switch models or opt for last year’s version if entry prices increase.

      Paulo Vargas is an English major turned reporter turned technical writer, with a career that has always circled back to…

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