For the first time in ten years! Apple discusses price increase: iPhone 18 may see a rise of over 600 yuan.

Apple recently disclosed in its latest quarterly financial report that the cost of core mobile phone components such as semiconductors, NAND flash memory, and DRAM memory continues to rise, putting significant pressure on the company’s product gross margin.

For the first time, Apple has included product pricing adjustments as an option to address rising costs, marking the first time in nearly a decade that it has formally discussed raising prices for iPhone models.

According to estimates from industry institutions such as Morgan Stanley, the overseas price increase for the same configuration version of the iPhone 18 series may exceed $100 (equivalent to approximately RMB 683).

According to information revealed by supply chain insiders and industry analysts, Apple plans to implement a differentiated pricing model for the iPhone 18 series.

The starting prices of the standard iPhone 18 and the 256GB entry-level Pro series will remain largely unchanged, in order to retain entry-level consumers and reduce the cost of upgrading their devices.

The price increases are mainly concentrated on high-storage versions such as 512GB and 1TB, with price increases ranging from 350 yuan to 1,000 yuan for different versions. The top-of-the-line iPhone 18 Pro Max is expected to break the 15,000 yuan mark.

Industry analysts believe that Apple’s decision to initiate price increase discussions is primarily due to the overall rise in the prices of mobile phone components, particularly the significant increase in the cost of memory chips.

Simultaneously, intensified competition in the global high-end smartphone market, with Android flagship models already undergoing price adjustments, means Apple hopes to maintain its overall profit margin by reasonably raising the price of higher-memory versions.