The iPhone 18 Pro might be priced at $1,199, which indicates Apple is exercising some moderation.

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      I never expected to say this, but a smartphone priced at $1,199 might actually be…reasonable. With the entire industry experiencing significant price increases due to RAM shortages and climbing component costs, technology purchases now feel like a luxury. According to Bloomberg’s Mark Gurman, Apple is reportedly planning to raise iPhone prices with the upcoming iPhone 18 Pro generation.

      However, instead of some of the more alarming $200-plus predictions we’ve encountered recently, the increase might be more moderate. If you believe that Apple is being generous, think again. The real motivation could be competitors like Samsung and Google, who are helping to keep price hikes manageable. Nonetheless, the iPhone 18 Pro could launch at around $1,199, a rise from the current iPhone 17 Pro's price of $1,099.

      Samsung and Google might have inadvertently assisted Apple buyers

      Neither of these Android competitors has escaped the rising costs of components. The new Google Pixel 11 starts at $899, whereas the Pixel 11 Pro and Pro XL retail for $1,099 and $1,299, respectively. Google has previously confirmed that the rapidly increasing memory prices have compelled it to adjust its pricing. Samsung has followed suit with its Galaxy S26 series, starting with the Galaxy S26 at $899.99 for 256GB of storage, while the S26 Plus is priced at $1,099.99.

      Both models reflect a $100 increase compared to their predecessors. Gurman believes that Apple has been closely monitoring these pricing trends. By keeping the iPhone increase near the $100 mark, Apple would maintain familiar flagship pricing while absorbing some of its elevated production expenses.

      A $1,199 price suddenly seems like a favorable outcome

      Just a couple of months ago, the forecast looked significantly grimmer. IDC reevaluated its predictions after Apple raised Mac and iPad prices, suggesting that the iPhone 18 Pro and Pro Max could see increases up to $200. This would imply that the smaller Pro might start around $1,299, while other reports have indicated prices soaring as high as $1,399.

      Additional supply-chain analysis has also pointed out substantial rises in DRAM and NAND costs as we approach the next iPhone generation. A $100 hike would thus indicate that Apple is absorbing a significant portion of these costs. It is important to note that none of this pricing has been confirmed. Apple has yet to announce the iPhone 18 Pro, and its final price might still change prior to launch. Nevertheless, after months of warnings about $1,300 and even more expensive Pro iPhones, a price tag of $1,199 feels almost merciful. It’s truly a peculiar world we’re living in now.

      Vikhyaat Vivek is a tech journalist and reviewer with seven years of experience in the consumer hardware field, focusing on…

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