The price increase of Apple’s new generation iPhone 18 Pro series is almost a foregone conclusion. (Photo/Reuters)
Apple is expected to release a new generation of iPhone 18 Pro series in September. A price increase is almost a foregone conclusion, but whether it is just a small increase or whether it will usher in the largest increase in recent years has always been the topic of greatest concern to Apple fans. Now, a latest research report has been exposed. Consumers who expect “just a small increase” may have to be mentally prepared first.
How high is the material cost of iPhone 18 Pro Max?
Market research agency Counterpoint Research released a BOM (Bill of Materials, material cost) analysis report for Apple’s new machine. Taking the iPhone 18 Pro Max (12GB+1TB) as an example, its material cost is estimated to be approximately US$300 (approximately NT$9,600) higher than the previous generation iPhone 17 Pro Max (12GB+1TB).
According to the report, the material cost of iPhone 17 Pro Max (12GB + 1TB) is about US$550, while the cost of iPhone 18 Pro Max (12GB + 1TB) has risen sharply to about US$850 to US$900.
The market survey released the BOM estimate report for Apple’s new machine. (Photo/Counterpoint)
The cost of memory and storage chips has soared
Further dismantling the cost structure reveals that memory and storage chips have seen the biggest increases in new machines. The cost of these two components alone is as high as approximately US$250 (approximately NT$8,000), becoming the biggest reason for increasing the overall cost. The second is the A20 Pro chip built using TSMC’s 2nm process.
In terms of cameras, although it is rumored that the iPhone 18 Pro series will introduce a new main camera sensor and add variable aperture technology for the first time, the related cost increase is still significantly lower than that of memory, storage chips and processors. As for the cost of the screen and some other components, it is even expected to be lower than the previous generation.
Market survey: Different capacities are estimated to have different growth rates
Counterpoint Research further pointed out that in order to avoid a sharp decline in the gross profit margin of high-capacity models, Apple is not expected to allow all capacity versions to adopt the same increase, but to adopt different selling strategies based on different storage capacities.
However, even if the average selling price of iPhone 18 Pro Max is increased by about US$200 (approximately NT$6,400), its gross profit margin is still slightly lower than that of iPhone 17 Pro Max. Judging from this report, there is considerable price increase pressure on the iPhone 18 Pro series this year.
“You May Also Want to See”
Still have your old iPhone or iPad? If Apple makes a bad move, it may cause more trouble
No need to draw, no need to grab. Now use the APP to watch the news and you are guaranteed to win every day. Click me to download the APP. Click me to see the event details.
