Apple will be forced to significantly raise prices on its new smartphones, according to MacRumors, citing analyst Jeff Pu of GF Securities.
The publication reviewed the analyst's note, in which he stated that Apple will not be able to maintain the 2025 price levels for the iPhone 18 Pro and 18 Pro Max. In his view, the flagship devices will become $250–300 more expensive (20–24 thousand rubles).
The iPhone 17 Pro and 17 Pro Max, released in fall 2025, were priced at a minimum of $1,099 and $1,199 (88 and 95 thousand rubles), respectively. Jeff Pu's report indicates that the base version of the 18 Pro will cost $1,399 (112 thousand rubles), and the 18 Pro Max will cost $1,499 (120 thousand rubles).
MacRumors journalists recalled that in May, the GF Securities analyst was confident that new Apple smartphones would not rise in price or would rise only slightly relative to older models. They also noted that Apple CEO Tim Cook, during the third-quarter earnings conference, did not comment on whether the company would raise iPhone prices.
At the end of June, Apple raised official retail prices on a range of its devices. The MacBook Neo, MacBook Pro, MacBook Air, iPad Air, and iPad Pro, the entry-level versions of the Vision Pro headset, HomePod and HomePod mini speakers, and the Apple TV set-top box all became more expensive.