Apple’s “Surprise and Shine” event is only a few days away, and rumors are already circulating about several new devices. These could include a new Apple Watch and Apple’s first foldable iPhone, which may be called the iPhone Ultra.
In CNET’s Big Guessing Game, readers were asked what single change they would like to see in the iPhone. About 16% said they wanted Apple to make the iPhone more affordable. However, that doesn’t appear to be happening. Instead, the upcoming models could become significantly more expensive.
TrendForce, a global market research company, published a report on Thursday suggesting that iPhone buyers should prepare for higher prices rather than major discounts. According to the firm, the iPhone 18 series could cost 10% to 20% more because of the ongoing RAM shortage and rising hardware costs.
For the 256GB Pro model, memory costs in the third quarter of 2026 are expected to be nearly 400% higher than they were a year earlier, according to TrendForce. Although Apple is trying to negotiate lower prices for other components, those savings may not be enough to balance out the rising overall material costs.
Apple increased the prices of some products in June because of the RAM shortage, while iPhones were excluded from those price increases. However, there is now a possibility that Apple could raise the prices of some iPhone 18 models at its September event.
Trend Force expects Apple to absorb part of the additional costs in an effort to maintain a relatively moderate pricing strategy for the new iPhone models.
How Much Could the Price Increase Be?
So, how much more could buyers actually have to pay? Some analysts estimate that Apple’s foldable iPhone Ultra could be priced between $2,000 and $2,500.
Trend Force has a slightly higher estimate for the starting price, predicting a range of $2,099 to $2,299. The device could potentially reach a price of around $3,000. TrendForce did not immediately respond to a request for additional comments.
Higher Prices May Not Mean Major Upgrades
Despite the expected increase in price, buyers may not see major performance improvements across Apple’s upcoming iPhone lineup.
Trend Force does not expect significant performance upgrades. Instead, the new iPhones could feature a more powerful processor designed to support AI features while improving power efficiency. Apple may also introduce improved chip cooling technology and more power-efficient displays.
The main camera on the iPhone 18 Pro models could also receive a “mechanical variable aperture.” This feature could provide better control over depth of field and dynamic range under different lighting conditions.
Foldable iPhone and Larger Batteries Could Be the Biggest Changes
According to Trend Force, the most significant upgrades could come from the potential launch of the folding iPhone Ultra and larger batteries in the premium iPhone 18 models.
The iPhone 18 Pro Max could receive the biggest improvement because of its larger chassis. CNET’s Patrick Holland tested smartphone batteries last year and found that the iPhone 17 Pro Max delivered the best battery life.
As a result, the premium iPhone 18 models could offer an even bigger battery-life improvement compared with the current generation.
