Apple is reportedly facing a sharp increase in memory costs ahead of the expected launch of the iPhone 18 Pro series, with a new market report estimating that RAM costs for some models could be nearly 400% higher than a year earlier. The increase comes amid an ongoing global memory supply crunch, driven partly by rising demand from artificial intelligence data centres. The higher component costs could put additional pressure on Apple’s pricing strategy for its next-generation iPhones.

Apple is expected to unveil the iPhone 18 Pro series at its September 9 event, alongside other products including a possible foldable iPhone. According to a TrendForce report cited in the source, memory costs for the 256GB iPhone 18 Pro model during the third quarter could be nearly four times higher than they were during the same period last year. The increase highlights the impact that rising memory prices are having on smartphone manufacturers.

The memory market has come under pressure as technology companies continue to expand AI infrastructure, increasing demand for both RAM and NAND storage components. With supply remaining constrained, manufacturers are facing significantly higher procurement costs. Apple has reportedly been negotiating lower prices for other components to control expenses, but the savings may not be enough to compensate for the rise in memory costs, potentially increasing the overall bill of materials for the iPhone 18 Pro.

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The higher component expenses could eventually affect consumers if Apple decides to increase retail prices. Reports suggest that the iPhone 18 Pro could be around $100 more expensive in the US than the previous-generation model. One TrendForce estimate places the device between $1,249 and $1,299, compared with $1,099 for the iPhone 17 Pro. The iPhone 18 Pro Max is also expected to see a similar increase, although Apple has not officially confirmed pricing.

Apple has already raised prices for some other products in response to higher costs, including MacBooks and iPads in several markets. However, the company has so far avoided a similar increase for its iPhone lineup. Apple executive chairman Tim Cook previously described the ongoing memory shortage as an unprecedented situation, underscoring the difficulty manufacturers face in securing memory components at stable prices.

The impact on Indian pricing remains uncertain until Apple officially announces the new models and their prices. The iPhone 17 Pro currently starts at ₹1,34,900 in India, while the iPhone 17 Pro Max starts at ₹1,49,900. If Apple increases prices internationally because of higher hardware costs, the Indian market could also see an increase, although the exact figures will depend on Apple’s final pricing strategy.

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