As excitement builds ahead of Apple's September launch event, fresh reports suggest the iPhone 18 Pro series may avoid a price hike. However, the real cost of Apple's next-generation smartphones could come later, through subscription-based access to premium Apple Intelligence features.
iPhone 18 Pro: What Analysts Predict About Pricing
Reports indicate that Apple is likely to keep the iPhone 18 Pro Max starting at around $1,199 in the US and the iPhone 18 Pro at $1,099, broadly in line with the current iPhone 17 Pro lineup. Apple is reportedly absorbing higher manufacturing costs associated with memory, storage, and AI-focused hardware components rather than passing them on to consumers at launch.
Apple analyst Ming-Chi Kuo has likewise indicated that prices are expected to stay the same, arguing that maintaining stable pricing could enable Apple to further grow its market share and gain greater advantages once its AI features and services are fully implemented.
Apple may reportedly bring premium AI features under Apple One, its subscription bundle that currently includes Apple Music, Apple TV+, and iCloud. Reports suggest users could receive a trial period before moving to paid access, potentially shifting AI costs from a one-time device purchase to recurring subscriptions.
Reported estimates suggest:
Premium AI features could be bundled into Apple One
Users may receive a free trial before paid access
AI services could cost around $15 per month that translates to roughly $180 annually for full AI access
Ownership costs may increasingly move toward software and cloud subscriptions rather than hardware alone
Apple has made no official announcement about AI subscription pricing. However a Forbes report says that Apple may look to recover its growing AI infrastructure costs through subscription-based services linked to Apple Intelligence, rather than raising the sticker price of the device itself.
Advanced AI features require more powerful chips and a mix of on-device and cloud computing, increasing infrastructure costs. Analysts suggest future paid Apple Intelligence features could include enhanced Siri, premium productivity tools, advanced content creation, and cloud-powered AI services.
The iPhone 18 Pro is expected to bring more RAM, faster storage, improved battery efficiency, and a next-generation chip built for AI tasks. While launch prices may remain unchanged, reports suggest ownership costs could rise later through Apple Intelligence subscriptions, estimated at $100–$150 annually. Apple has not confirmed pricing or subscription plans.