The global memory chip market is experiencing a sustained and substantial price surge, driven by the AI industry's massive consumption of storage capacity. The costs of DRAM and NAND flash memory have skyrocketed, placing significant pressure on component prices for consumer electronics manufacturers. Apple has already completed global price adjustments for its iPad line, and multiple industry analysts predict that the upcoming iPhone 18 series will see a noticeable price hike, passing these cost pressures on to end consumers.
Apple previously raised official prices for hardware products like iPad and Mac worldwide, with the starting price of the iPad Pro in China breaking through the 10,000 yuan mark. This round of price adjustments is seen as a preemptive move by Apple to address rising storage costs. At that time, the iPhone product line was not yet adjusted, and market attention turned to the iPhone 18 series, expected to launch in the fall. According to a cost breakdown analysis by the Wall Street Journal in collaboration with industry research firm TechInsights, the overseas starting price of the iPhone 18 Pro will rise significantly due to a combination of higher memory chip prices and an upgraded camera system. The previous generation, the iPhone 17 Pro, had a U.S. starting price of $1,099, with a gross margin of 47%, which is standard for Apple's high-end flagship lineup. Based on the cost of materials, if Apple aims to maintain its original 47% gross margin, the iPhone 18 Pro would need to be priced at $1,371. If launched at a starting price of $1,299, the margin would drop to 44%, falling below Apple's profit benchmark for its premium products. Adding the variable of a 50% increase in camera system costs for the new model, as mentioned by analyst Ming-Chi Kuo, institutions are more inclined to believe Apple will ultimately set the overseas starting price of the iPhone 18 Pro at $1,399. Using Apple's typical pricing logic for the Chinese market, the iPhone 17 Pro launched in China at 8,999 yuan. The iPhone 18 Pro is likely to start at 9,999 yuan, with extreme cases potentially breaking through the 10,999 yuan mark, a price increase far exceeding the typical adjustment range for regular iPhone iterations. Industry analysis points to the root cause being AI servers consuming a large amount of storage capacity, leading to a contraction in available storage supply for mobile phones and a sharp rise in chip prices. Apple previously relied on long-term locked orders and inventory buffers to absorb costs, but these low-cost reserves are nearly depleted. The company can no longer internally absorb the soaring material costs and must raise terminal prices to protect its profit margins. It's important to note that these are all institutional predictions. The actual price of the iPhone 18 series will be officially announced at Apple's fall new product launch event. For average consumers, the higher entry barrier for premium Apple devices may force some to extend their phone and tablet replacement cycles, or shift their focus to mid-range models or competing brands.
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