iPhone 18 Pro Costs More to Make, Apple May Cut Profits to Keep Price Down

Apple's upcoming iPhone 18 Pro is reportedly proving costly to manufacture, prompting speculation that the company may absorb higher production expenses rather than significantly raising its retail price, according to industry reports.

Manufacturing a premium smartphone involves numerous components, including advanced chips, cameras and displays, all of which have become more expensive to source in recent years.

To keep the iPhone 18 Pro competitively priced when it launches in September, Apple may choose to squeeze its margins — the difference between production cost and selling price — rather than pass the full cost increase on to consumers.

This strategy would allow Apple to protect its market position against rivals while still covering rising production expenses internally.

Speculation about a broader price increase across Apple's lineup has also circulated, although the company has not made any official statement confirming such plans.

In the meantime, the current-generation iPhone 17 appears to be holding its ground price-wise. Its 256GB variant remains listed at 889 euros on Amazon, suggesting no immediate disruption to existing pricing.

Industry observers note that smartphone makers, including Apple, have faced mounting pressure from rising component costs, supply chain challenges and currency fluctuations in recent years.

Whether Apple ultimately opts to protect its margins or shift some cost burden to buyers will likely become clearer once official pricing details are announced closer to the September launch event.

For now, the situation remains speculative, based on reports rather than confirmed statements from Apple itself.

Consumers eager to purchase the new flagship model will need to wait for the official unveiling to know the final price and whether it reflects the reported production cost pressures.