Apple Launches iPhone 18 Pro Line With $100 Price Increase Amid Memory Shortage and AI Push
Yahoo Finance ·
Apple released the iPhone 18 Pro and Pro Max on Friday, September 18, 2026, marking the inaugural launch under CEO John Ternus. Arriving amid a global memory and storage shortage driven by artificial intelligence, the new Pro models feature a $100 price hike compared to the iPhone 17 Pros. The base iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max begins at $1,299. Meanwhile, the foldable iPhone Duo is scheduled for an October 23 release priced at $1,999. According to Deepwater Asset Management Managing Partner Gene Munster, pre-order lead times for the Pro variants are running about 15 percent longer than last year, suggesting that Apple's split-launch strategy is successfully bolstering early demand. The devices also introduce the upgraded Apple Intelligence platform and a beta version of AI-powered Siri as Apple aims to strengthen its consumer artificial intelligence position.
AI 시장 분석
Apple has launched the iPhone 18 Pro lineup with a $100 price increase compared to the previous generation, amid memory shortages and pressure to integrate AI features. The base Pro model is priced at $1,199 and the Pro Max at $1,299. Initial sales are showing strong momentum, with pre-order wait times extending by about 15% year-over-year. This is analyzed as a result of passing on memory cost pressures to consumers while improving profitability.
상승 영향
- Semiconductors — As the global memory and storage shortage driven by AI persists, related semiconductor companies are expected to enjoy strong pricing power and solid earnings.
하락 영향
- Consumer Goods — As the iPhone 18 Pro price increases by $100, the heavier consumer goods price burden could lead to a general slowdown in IT hardware demand.
DYAX 전담 분석
Cost increases driven by memory chip shortages and soaring AI server demand have a complex impact on Apple's profit margins, and the $100 price increase is a measure to offset this. While initial demand is solid with wait times reaching up to three weeks, testing consumer resistance amid high inflation and the completion level of AI software will act as key variables for future performance.
The bullish scenario is that the upgraded Siri AI and high demand for Pro models overcome the resistance to the price hike and drive revenue growth, while the bearish scenario is increased cost burdens from worsening memory supply shortages and a decline in sales volume due to the high-price policy. Key metrics to watch are memory component unit price trends and AI beta stability.
AI가 생성한 분석으로 투자 자문이 아닙니다.
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