Apple has reportedly raised the prices of nearly all its products this year, making them significantly more expensive for consumers. The iPhone 18 Pro is now priced at Rs 1,64,900, while the iPhone 18 Pro Max is available for Rs 1,79,900. These models are Rs 30,000 more than their predecessors, the iPhone 17 Pro and iPhone 17 Pro Max, at launch. This trend of rising prices is not confined to new releases; older iPhone models have also seen price hikes, contrary to the usual pattern of decreasing prices with new launches.

The iPhone 17, for instance, has increased from Rs 82,900 to Rs 99,900, while the iPhone Air has risen from Rs 1,19,900 to Rs 1,49,900. This price adjustment extends beyond iPhones, affecting the entire Apple hardware lineup, indicating a broader trend within the company’s pricing strategy.

Reasons Behind Price Increases

Several factors are contributing to the increase in Apple’s product prices. One significant reason is the ongoing memory crisis, which has seen a surge in demand from artificial intelligence (AI) companies. These firms are purchasing memory components in large volumes, which has led to a substantial rise in chip prices. A report from The Wall Street Journal cites research from TechInsights, revealing that the cost of flash memory has surged approximately fivefold over the past year, escalating from around 5 cents per gigabyte to more than 30 cents, a staggering increase of around 550 per cent.

This spike in memory costs is expected to impact Apple’s financials significantly. Estimates suggest that Apple will allocate around $25 billion for flash storage in 2026, a stark rise from the $6 billion projected for 2025, despite maintaining similar purchase volumes. Two years ago, Apple was the largest buyer of flash storage, acquiring nearly double the amount of its closest competitors, including Microsoft and Amazon. However, AI companies are now reportedly purchasing double the amount of flash storage compared to Apple, which has diminished Apple’s negotiating power with suppliers.

Historically, Apple has been known for its stringent bargaining tactics with suppliers, often demanding lower prices due to its high-volume purchases. The company has even scrutinised supplier accounts to ensure no other customers received better deals. In instances of falling chip prices, Apple has occasionally declined to accept deliveries, leaving suppliers with excess stock. This aggressive approach has contributed to Apple’s previous success in maintaining lower costs.

Impact on Apple’s Product Pricing in India

In India, Apple has implemented price increases across nearly all its product lines, with an average rise of 13 per cent for iPhones. The iPhone 18 Pro’s starting price is now Rs 1,64,900, reflecting a Rs 30,000 increase from the iPhone 17 Pro’s launch price of Rs 1,34,900. Similarly, the iPhone 18 Pro Max has also seen a Rs 30,000 hike, now priced at Rs 1,79,900 compared to the iPhone 17 Pro Max’s launch price of Rs 1,49,900.

Older models have not escaped these price hikes either. The iPhone Air has increased by Rs 30,000 to Rs 1,49,900, while the 256GB variant of the iPhone 17 now costs Rs 99,900, up Rs 17,000 from Rs 82,900. The 512GB version has risen by Rs 22,000, now priced at Rs 1,24,900. Other models, such as the iPhone 17e and iPhone 16, have also experienced notable increases.

In addition to iPhones, MacBooks and iPads have also been repriced. The 13-inch MacBook Air is now available for Rs 1,49,900, an increase of Rs 30,000 from its previous price. The 14-inch MacBook Pro with 1TB storage has seen a substantial increase of Rs 50,000, now costing Rs 2,39,900. Among the iPads, the 11-inch iPad Air has risen by Rs 25,000, while other models have similarly experienced significant price adjustments.

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