New Delhi: Apple is reportedly facing a sharp increase in memory costs just days before the expected launch of the iPhone 18 Pro series, with RAM costs for the 256GB Pro model estimated to be nearly 400 per cent higher than a year ago.

The increase comes amid a global memory shortage driven largely by soaring demand from artificial intelligence data centres. With supply remaining tight, manufacturers across the technology industry are facing higher prices for RAM and NAND storage.

According to a new market report from TrendForce cited by India Today, memory costs for the 256GB iPhone 18 Pro in the third quarter of 2026 are expected to be nearly four times higher than the corresponding period last year.

The development could have a direct impact on Apple’s pricing strategy, particularly as the company prepares to unveil its next-generation Pro models at its September 9 event.

AI boom drives memory prices higher

The current memory crunch is closely linked to the rapid expansion of AI infrastructure.

Data centres running large AI models require enormous quantities of high-performance memory and storage. As technology companies continue to invest heavily in AI computing capacity, demand for memory components has increased significantly.

At the same time, available supply has not expanded quickly enough to meet the demand. This imbalance has pushed up the cost of RAM and NAND chips, creating difficulties for smartphone, computer and server manufacturers.

Apple is now among the major technology companies dealing with the consequences. The company uses memory components across its iPhone, iPad and Mac product lines, meaning sustained increases in component prices can have a significant effect on its bill of materials.

Why the iPhone 18 Pro could become more expensive

TrendForce expects Apple’s higher memory expenditure to put additional pressure on the overall bill of materials for the iPhone 18 Pro.

Apple has reportedly been negotiating lower prices for other components to offset some of the increase. However, TrendForce believes these savings may not be sufficient to completely absorb the additional memory costs.

That could make a retail price increase increasingly difficult to avoid if component prices remain elevated.

The 400 per cent figure should not be interpreted as a 400 per cent increase in the final price of the iPhone. It refers specifically to the estimated memory cost for the particular 256GB Pro configuration compared with the previous year.

Apple can absorb part of the increase, reduce costs elsewhere or pass some of the additional expense on to consumers.

iPhone 18 Pro price could rise by $100

Current reports suggest Apple may not transfer the entire increase in memory costs to customers.

Some estimates indicate that the iPhone 18 Pro could become around $100 more expensive in the US than the iPhone 17 Pro.

A separate TrendForce estimate places the expected starting price of the iPhone 18 Pro between $1,249 and $1,299 in the US. That would represent an increase from the $1,099 starting price of the iPhone 17 Pro.

The iPhone 18 Pro Max is also expected to receive a similar price increase, although Apple has not officially confirmed either model’s pricing.

For Indian buyers, the final impact remains uncertain.

The iPhone 17 Pro currently starts at ₹1,34,900 in India, while the iPhone 17 Pro Max starts at ₹1,49,900. If Apple increases global pricing, the Indian launch prices could also rise, although the exact increase will depend on Apple’s pricing strategy for the Indian market.

Apple has already raised prices of other devices

The potential iPhone price increase comes after Apple recently increased prices of several other products, including MacBooks and iPads.

India Today reported that some of these devices have seen price increases of as much as ₹1 lakh in India and global markets.

This makes the possibility of a more expensive iPhone lineup particularly significant. Apple has so far avoided a major price increase for its iPhones despite the broader increase in component costs.

However, the continuing memory shortage is creating a different cost environment ahead of the iPhone 18 Pro launch.

Apple executive chairman and former CEO Tim Cook has previously commented on the severity of the memory shortage, describing the situation as unprecedented in his experience.

iPhone 18 Pro launch set for September 9

Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max at its September 9 event, titled “Surprise and Shine”.

The event is also expected to feature Apple’s first foldable iPhone, according to reports. The company has not yet officially disclosed all the products that will be launched.

The event is scheduled to begin at 10:30 pm IST, according to India Today.

The Pro models are expected to receive several hardware upgrades, while pricing remains one of the biggest unanswered questions ahead of the event.

Earlier reports have also pointed towards higher prices for the iPhone 18 Pro lineup because of rising component costs. IDC previously estimated that the Pro and Pro Max models could see increases of around $100, while later forecasts suggested the increase could potentially reach $200.

What the RAM crisis means for smartphone buyers

The situation highlights how the AI boom is beginning to influence products far beyond data centres.

As technology companies compete for memory and other components required to build AI infrastructure, smartphone and consumer electronics manufacturers are also being exposed to higher procurement costs.

For consumers, this could mean that premium smartphones become more expensive even when manufacturers improve production efficiency or negotiate lower prices for other components.

The impact could also extend beyond Apple if memory prices remain high. Other smartphone makers using large quantities of RAM and storage could face similar pressures when launching new flagship devices.

For Apple, the immediate question is how much of the additional cost it chooses to absorb and how much it passes on to customers.

Indian buyers await final pricing

Apple has not announced the Indian price of the iPhone 18 Pro or confirmed that it will increase prices because of higher memory costs.

Therefore, reports suggesting a specific Indian price increase should be treated as estimates until the company officially announces the devices.

The September 9 event is expected to provide clarity on the final specifications, pricing and availability of the new iPhone models.

If TrendForce’s estimates are accurate, however, the iPhone 18 Pro launch could demonstrate how the global AI infrastructure boom is beginning to affect the cost of everyday consumer technology.

For Indian consumers already paying a premium for Apple’s Pro models, even a moderate price increase could make the next-generation iPhone significantly more expensive.