With Apple’s next-generation iPhones expected to be unveiled in September, one of the biggest questions surrounding the lineup is how much they will cost.
Apple has not yet confirmed pricing for the upcoming iPhone 18 Pro, iPhone 18 Pro Max or its long-rumoured foldable iPhone, so the figures discussed below are estimates based on current pricing, recent Apple price increases and the wider smartphone market.
How much could the iPhone 18 Pro cost?
The iPhone 17 Pro currently starts at £1,099 in the UK, giving us a useful starting point for estimating the next generation.
Our current estimate puts the iPhone 18 Pro somewhere between £1,099 and £1,199.
That would mean Apple either keeps the starting price unchanged or introduces a £100 increase. However, recent online speculation has suggested that the increase could be considerably larger, with iPhone 18 Pro starting from £1,399. We think this is unlikely.
Apple could also choose a middle ground and settle on a starting price of around £1,049, giving customers a relatively small increase while allowing Apple to account for rising component costs.
What about the iPhone 18 Pro Max?
The larger iPhone 18 Pro Max is expected to remain more expensive than the standard Pro model.
We estimate that the iPhone 18 Pro Max could start between £1,199 and £1,299.
Our prediction is slightly lower, with Apple potentially pricing the Pro Max at around £1,149, a £50 price hike.
That would retain the £100 gap between the two Pro models while avoiding a dramatic jump in the starting price.
Of course, this remains speculation. Apple has not announced the UK pricing for either model.
Apple has already raised prices in 2026
One of the biggest reasons we are expecting higher iPhone prices this year is that Apple has already demonstrated its willingness to raise prices across other product categories.
In June, Apple increased prices across its Mac and iPad lineup as memory and storage costs continued to rise. The MacBook Neo, for example, increased from £599 to £699 in the UK, while the MacBook Pro now starts at £1,999.
These increases were particularly notable because the MacBook Neo had only launched a few months earlier, with a historically low student price of £499 for a Mac laptop.
Apple has been dealing with memory cost price increases, driven by demand from the AI industry. Apple previously said that it had attempted to shield customers from the increases before raising prices.
Apple could absorb some of the additional costs to keep the iPhone competitive, or it could pass more of them onto customers.
Samsung and Google have also increased prices
Other phone manufacturers can also give us an idea on how price increases could affect the iPhone.
Google's Pixel 11 starts at $899, which is a $100 increase compared with the previous generation.
With competitors also facing rising component costs, Apple may have more flexibility to increase its own prices without major backlash rest of the market.
Samsungs latest S26 generation of smartphones has also seen a $100 price hike, compared to previous generations.
Everything Apple's Predictions
Apple has several options.
It could keep the iPhone 18 Pro at £1,099 and absorb the additional cost of components. It could also raise the price substantially, like some users online predict or, it could find a middle ground.
We think the middle ground makes the most sense.
A starting price of £1,049 for the iPhone 18 Pro and £1,149 for the iPhone 18 Pro Max would give Apple room to increase prices while still keeping the Pro lineup relatively close to the previous generation.
It would also allow Apple to avoid making the iPhone 18 Pro look dramatically more expensive at launch.
