Apple’s September New Product Preview! iPhones Starting at 10,000 Yuan, the Most Expensive Ever

2026 will be a watershed year for the mobile phone industry, with prices for memory chips, 2nm advanced processes, and edge AI hardware all rising across the board. Apple’s pricing strategy for its fall launch event will completely shift towards the high-end market.

Based on supply chain leaks and institutional cost estimates, the iPhone 18 series, the first foldable iPhone, the new iPad Pro, and the Apple Watch Ultra, all launching this September, have raised the bar, with Pro and higher models collectively settling at the 10,000 yuan price point.

Domestic flagship phones are also moving upmarket, with foldable screen phones, imaging classic editions, and top-of-the-line business models all breaking the 10,000 yuan mark, officially establishing a two-way competition between Apple and domestic brands in the 10,000 yuan price range.

Apple products are set to see a comprehensive price increase.

This year’s fall product launch saw a comprehensive upgrade to Apple’s product line, with soaring core hardware costs being the primary driver of price increases. The AI ​​industry’s aggressive acquisition of storage capacity has driven DRAM and NAND flash memory prices to double year-on-year. Combined with the 2nm A20 Pro chip, the self-developed C2 baseband, and the new imaging module, the overall material cost of the iPhone 18 Pro is higher than its predecessor, making it impossible for Apple to maintain its previous pricing structure starting at 7999 yuan.

Mobile phones are the main driver of price increases, divided into three product lines. First, the standard iPhone 18, in order to lower the entry barrier, retains the standard 256GB starting storage, with a slight price increase, positioning it in the 6000-7500 yuan range, targeting ordinary consumers. The screen and imaging hardware have been slightly upgraded, but there is no 2nm chip or professional telephoto lens, only meeting the needs of daily social networking and short videos.

Secondly, industry predictions suggest that the 256GB version of the iPhone 18 Pro and Pro Max will be discontinued, with 512GB becoming the basic storage option. The starting price in China is expected to be 9,999 yuan, while the top-of-the-line Pro Max version will exceed 12,000 yuan.

Powered by TSMC’s 2nm A20 Pro, it features a self-developed baseband to address long-standing signal shortcomings, a quad-camera setup for professional imaging, and support for local large-scale AI computing, further widening the performance gap in video shooting and multitasking. Thirdly, Apple’s first horizontally foldable iPhone, a major new product at this launch event, may see its high-end version approach 15,000 yuan, directly entering the high-end foldable phone market.

Tablets and wearable devices have both entered the 10,000 yuan price range. The new iPad Pro features the M4 Ultra chip, making it suitable for professional design and video editing, with the 1TB version priced at 10,499 yuan; the Apple Watch Ultra 3 upgrades to a titanium body and omnidirectional satellite communication, with the top-of-the-line version priced over 10,000 yuan.

With this, Apple’s four major product categories—high-end iPhones, foldable screens, professional tablets, and high-end watches—all now cover the 10,000 yuan price range, marking Apple’s official entry into the 10,000 yuan era for its entire product line.

This price increase is not a short-term marketing premium, but rather a result of long-term cost pressures. Cook had previously stated publicly that hardware price increases were inevitable. Macs and iPads had already undergone global price adjustments in the first half of the year, and the iPhone completed its final round of price increases in September. Apple’s strategic focus has completely shifted to high-net-worth users, relying on large-capacity storage, professional imaging, and on-device AI to build a high-end barrier, actively abandoning some mass-market users who pursue cost-effectiveness.

Apple’s new product in the 10,000 yuan price range is comparable to domestic flagship phones, with clear core advantages and disadvantages.

By 2026, domestic high-end brands had already completed their 10,000-yuan product lineup, forming three major segments: flagship straight-screen phones, foldable screen phones, and business-class classic phones, directly competing with Apple’s 10,000-yuan models. The two brands have significant differences in product logic and user experience.

The Apple iPhone 18 Pro Max emphasizes its video ecosystem, long-term smoothness, and high resale value. Its 7-year system update cycle, consistent Dolby Vision color, and long-term recording stability are essential features for self-media and film creators.

Its resale value surpasses that of Android devices, retaining over 40% of its original value even after three years of use. It boasts unparalleled cross-device ecosystem integration. However, its NFC functionality only supports public transportation payments and cannot copy access cards. It lacks features such as app cloning and localized long screenshot capabilities, and its signal performance in complex scenarios is mediocre.

Domestically produced candybar phones priced around 10,000 yuan include the Huawei Mate 90 series, Xiaomi 18 Ultra, and OPPO Find X9 Ultra top-of-the-line models. These phones feature variable physical aperture for pleasing still image colors, comprehensive localized functions, and full coverage of multi-opening, car key, and access card functions.

Xiaomi and OPPO have packed in the best features: 200-megapixel telephoto lens, 100W fast charging, large memory, improved temperature control, leading on-device AI local computing speed, and greater freedom in gaming and daily use.

Apple’s foldable iPhone will inevitably be priced exorbitantly, and its maturity is still unknown, given that it’s the first generation of Apple’s foldable screen. In contrast, domestic manufacturers have accumulated a wealth of impressive experience in the foldable screen field, with their product lines continuously iterating for several years, featuring large-screen split-screen, multi-peripheral compatibility, satellite communication, and a lower price floor. For the same budget, you can buy larger storage, more powerful fast charging hardware, and more form factors, covering horizontal, vertical, and triple-fold designs.

Mobile phone buying strategies in the 2026 price range: Choose according to your needs and avoid blindly following trends.

If you are a content creator using the entire Apple ecosystem and plan to use your device for more than three years, the iPhone 18 Pro series is the preferred choice. If you already own a Mac, iPad, and AirPods, the efficiency of device integration is irreplaceable; for short video, live streaming, and film editing professionals, Apple’s video shooting stability and color consistency are production-level advantages.

For those seeking long-term smooth operation and minimal financial loss from frequent upgrades, Apple’s extended system update cycle significantly prolongs a phone’s lifespan, making this a worthwhile investment with a budget of around 10,000 yuan, offering excellent long-term value. If your budget is limited, the standard iPhone 18 is a good option, avoiding the 10,000 yuan mark and meeting basic daily needs.

For business trips, outdoor work, and heavy-duty battery life and fast charging needs, a domestic flagship phone priced around 10,000 yuan is more suitable. For those who frequently travel to remote areas, mountains, and construction sites, Huawei satellite communication is an irreplaceable function; for daily commutes requiring access control, car keys, and multiple app accounts, Android’s localized features greatly enhance convenience.

For heavy gaming and all-day heavy use, features like 100W fast charging, a large battery, and strong heat dissipation address Apple’s battery life pain points. With a budget of around 10,000 yuan, you can directly purchase a top-of-the-line domestic candybar or mid-range foldable phone, whose hardware specifications surpass those of similarly priced Apple Pro models.

For those seeking a foldable large screen and multi-scenario office experience, there are two paths. If your budget is over 13,000 yuan and you want a smooth ecosystem and stable video recording, you can wait for Apple’s foldable iPhone. If your budget is between 10,000 and 13,000 yuan and you prioritize fast charging, large-screen interaction, and high cost-effectiveness, Huawei, Vivo, and Xiaomi offer more foldable screen options with richer hardware configurations.

If your budget is under 10,000 yuan, don’t force yourself to buy a high-end model. There’s no need to follow the trend and buy a 10,000 yuan Pro version. The standard Apple version and the second-tier flagship Pro from domestic brands are perfectly adequate. In the 5,000-8,000 yuan price range, you can buy a second-tier flagship with complete performance, covering all your daily social networking, photography, and gaming needs. You don’t need to pay extra for premium features like 512GB starting storage or professional imaging.

Conclusion

In September 2026, Apple’s new products collectively entered the 10,000 yuan era, a result of rising global hardware costs and the brand’s premiumization strategy. The 10,000 yuan market is no longer exclusive to niche foldable screens; flagship tablets, professional tablets, and high-end watches have all raised the consumer threshold. Apple maintains its high-end market share by relying on its closed ecosystem, long-term stability, and video capabilities, while domestic flagship phones continue to siphon off 10,000 yuan users through hardware upgrades, localized innovation, and communication technology.

The core logic of buying a phone today is no longer “Apple is better or domestic brands are better,” but rather matching needs. If you value long-term durability, cross-device collaboration, and content creation, Apple’s 10,000-yuan models are worth buying; if you prioritize long battery life, fast charging, outdoor communication, and convenient localized features, domestic flagship phones in the same price range are more suitable for daily use.

To avoid paying for unnecessary premium features and choose the most suitable flagship phone, one should take a rational view of the trend of pricing phones priced at over 10,000 yuan and select products based on their own budget and usage scenarios.