Apple is preparing to launch the iPhone 18 Pro and iPhone 18 Pro Max this September, with nearly all analysts agreeing that prices will definitely rise. The question remains how much, with Thai prices possibly reaching 50,000 baht.
In September, Apple plans to unveil the iPhone 18 Pro and iPhone 18 Pro Max, while other models like the iPhone 18 and iPhone Air 2 are scheduled for early 2027.
Amid assessments by many analysts, it is widely believed that Apple will definitely increase the price of the iPhone 18 Pro and iPhone 18 Pro Max. However, the exact amount is uncertain, with estimates ranging from $100 to $300, or about 4,000 to 12,000 baht. This would raise the starting price of the iPhone 18 Pro from $1,099 (43,900 baht in Thailand) to about $1,399 (around 55,900 baht). The main reasons are increased costs for memory, the processor chip, and camera components.
Jeff Pu, an analyst from GF Securities, estimates Apple will raise the iPhone 18 Pro price by $250–$300 (approximately 10,000–12,000 baht), resulting in a starting price of $1,349–$1,399 (about 53,900–55,900 baht), up from the previous $1,099. Meanwhile, the iPhone 18 Pro Max is expected to be priced between $1,449 and $1,499 (around 59,100–61,100 baht), up from $1,199 (48,900 baht in Thailand).
Earlier, The Wall Street Journal along with research firm TechInsights released their own analysis, predicting a starting price no lower than $1,299 (about 51,900 baht), with a tendency closer to $1,399.
This analysis is based on gross margin rates. Although Apple does not disclose profit margins by model, TechInsights estimates that the iPhone 17 Pro priced at $1,099 had a gross margin of about 47%. To maintain this margin on higher costs, the iPhone 18 Pro would need to be priced at $1,371 (around 54,800 baht). However, since Apple prefers standard pricing points, the starting price is more likely to be $1,299, which would yield a gross margin near 44%. These calculations do not yet include the cost of the new camera system.
Ming-Chi Kuo, a supply chain analyst, reported that the adjustable aperture lens will have an average selling price 50% higher than the main camera lens set on the iPhone 17 Pro.
The iPhone 18 Pro is expected to use the A20 Pro chip, the first chip from TSMC manufactured using the 2-nanometer process. Due to its more complex design, production costs for both Apple and TSMC are reported to be higher.
Mark Gurman from Bloomberg stated there is no doubt Apple will raise the iPhone 18 Pro price, but he estimates the increase will be between $100 and $200 (approximately 4,000 to 8,000 baht), similar to previous price hikes for Mac and iPad products.
Analysts from JP Morgan hold a more optimistic view, expecting Apple to find ways to reduce costs in other iPhone 18 components to offset the more expensive parts this year.
The current price pressure mainly stems from a shortage of memory chips and storage chips.
. Source:9to5Mac