“JP Morgan Chase” believes that the growth rate of Apple’s iPhone 18 Pro series should be lower than everyone expected. (Photo/Reuters)
Apple CEO Tim Cook recently said that due to the continued rise in memory costs, price increases for Apple products are inevitable, making the outside world more concerned about how much the new generation iPhone 18 Pro series will increase. The latest analysis report brings good news, the increase may be lower than everyone originally expected.
The Wall Street Journal previously predicted that the starting price of the iPhone 18 Pro series may be raised to US$1,299, or even more than US$1,399. Compared with the iPhone 17 Pro series, it is equivalent to a surge of more than US$200 to US$300, which translates to about NT$6,300 to 9,500. If true, it will be the most significant price increase for iPhones in history.
However, the latest analysis report from “JP Morgan Chase” is much more optimistic. It is estimated that the iPhone 18 Pro series will only increase by 50 to 100 US dollars, about NT$1,600 to 3,200 yuan, which is far lower than market expectations. If the final selling price is as predicted, it will undoubtedly be good news for Apple fans who plan to upgrade to a new phone.
Since Cook did not reveal when Apple would raise prices or which products would be affected first, it also aroused speculation. Bloomberg reporter Mark Gurman pointed out last week that he believes Apple’s price increase may be faster than everyone thinks. It may not necessarily wait until the new products start in the fall, otherwise Apple would not need to release signals in advance. In other words, existing products may soon adjust their prices.
However, “JP Morgan Chase” put forward another view, believing that Cook’s advance warning of price increases cannot be ruled out as a market strategy to first prepare the outside world for “possible large price increases.” When Apple officially announces the price, if the actual price increase is only a small increase of 50 to 100 US dollars, consumers will be more receptive.
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