The Zhitong Finance App learned that TrendForce Jibang Consulting published an article stating that memory prices have entered a super upward cycle since the second half of 2025, which has had a severe impact on the cost of new Apple models. Faced with continuing high cost pressure, it is imperative for Apple to raise the price of terminals. However, considering the weak global macroeconomy, conservative consumer spending, and strategic considerations of bucking the trend and expanding the existing layout, Jibang Consulting determined that Apple will adopt a more moderate price adjustment mechanism this time. It is estimated that the increase in new models will be controlled between 10% and 20% to maintain market share through moderate concessions. As for the high-profile first folding phone, the Fold series, not only brought about a technical breakthrough in crease optimization, but also had pricing indicative significance for first-generation products. It is estimated that the starting price will fall between 2,099 and 2,299 US dollars, and higher configurations will not rule out breaking the $3,000 mark.
According to TrendForce Jibang Consulting's latest mobile phone industry research, Apple (Apple) will adjust the pace of product launches from 2026 and split it into two waves: fall and spring. This fall, the flagship iPhone 18 Pro, Pro Max, and the most popular first folding machine, iPhone 18 Fold (tentative name), will debut; as for the basic iPhone 18 model and other extended models, it is expected to be delayed until the first quarter of 2027.
The iPhone 18 Fold, which was the biggest highlight of this press conference, is expected to drive sales with Apple's strong brand appeal. However, due to the fact that the phone is expected to be shipped late this year, and initial production and availability are limited, the effect of increasing the overall penetration rate of folding phones in the smartphone market is not immediately visible. It is estimated that in 2026, the share of folding phones in the world will remain around 2%.
Practical optimization of hardware specifications: cooling, photography, and battery ushered in highlights
TrendForce Jibang Consulting said that the three new models that Apple will release in the fall have all been optimized in terms of processor, cooling architecture, and optical system, and their core specifications have been adjusted as follows:
The 2nm processor has stronger performance: the A20 Pro processor with the TSMC (TSMC) 2nm process has been fully introduced to provide a stronger computing power foundation for end-side AI computation and simultaneously improve power consumption;
Chip cooling technology upgrade: The memory packaging architecture was changed from INFO to WMCM, shortening the signal transmission path and improving the heating problems of previous mobile phones during high-load computing;
High-brush screens are more power-efficient: The screen panel was upgraded to LTPO+ specifications to further reduce the power consumption of the display system while maintaining a smooth and high refresh rate;
First mechanical variable aperture: For the first time, the main lens of the Pro series is equipped with a mechanical variable aperture to improve optical depth of field control and dynamic range of full-scene exposure;
Increased battery capacity and battery life: Benefiting from internal structural space optimization, the battery capacity of the new models has been improved. Among them, Pro Max's battery life upgrade is obvious due to the larger airframe space.
Notably, in order to balance slim design and practicality, the iPhone 18 Fold was the first folding machine that made a practical trade-off in hardware; the lens was configured with a dual lens and used traditional capacitive fingerprint recognition.
It is estimated that the iPhone 18 series pricing increase will fall between 10%-20%
However, memory prices have entered a super upward cycle since the second half of 2025, which has had a severe impact on the cost of new models. Taking the Pro 256GB model as an example, memory costs for the third quarter of 2026 increased by nearly 400% compared to the same period last year. Although Apple is actively negotiating on other components, it is still difficult to effectively ease the overall BOM (Bill of Materials) cost pressure.
Faced with continuing high cost pressure, it is imperative for Apple to raise the price of terminals. However, considering the weak global macroeconomy, conservative consumer spending, and strategic considerations of bucking the trend and expanding the existing landscape, TrendForce Jibang Consulting determined that Apple will adopt a moderate price adjustment mechanism this time. It is estimated that the increase in new models will be controlled between 10% and 20% to maintain market share through moderate concessions. As for the high-profile first folding phone, the Fold series, not only brought about a technical breakthrough in crease optimization, but also had pricing indicative significance for first-generation products. It is estimated that the starting price will fall between 2,099 and 2,299 US dollars, and higher configurations will not rule out breaking the $3,000 mark.
TrendForce Jibang Consulting analyzed that in an environment where hardware costs remain high, future Apple Intelligence cloud services and software subscriptions are expected to accelerate profits, which will also become a key strategy for Apple to maintain its overall profit structure.