iPhone 18 Pro Pricing Can Dominate Market And Start A New Super Cycle - Forbes

What the report says

Forbes contributor Ewan Spence reported that Apple’s expected September launch of the iPhone 18 Pro and iPhone 18 Pro Max could be positioned to drive a major upgrade cycle, with the company’s AI strategy at the center of the push. The report says the standard iPhone 18 is expected later, in spring 2027, while a new foldable device may also draw attention during the launch window.

According to Forbes, the key factor is the expected expansion of Apple Intelligence and Siri AI features in iOS 27. Spence writes that the fullest version of those tools would require at least 12 GB of RAM and newer Apple Silicon, making the iPhone 18 Pro models the clearest route for customers who want the latest AI functions. The article notes that some high-end AI features in beta testing are already limited to newer premium models.

The analysis also argues that these requirements could weaken the appeal of older second-hand or reconditioned iPhones. While Apple has historically supported older devices with software updates for many years, hardware limits such as memory cannot be upgraded, potentially leaving pre-iPhone 18 Pro devices without the same AI capabilities.

Forbes further reports that pricing will be a major test. Spence says iPhone 18 Pro prices are expected to rise, possibly by as much as $200 for the Pro Max, amid higher component costs linked to AI demand. The article suggests Apple may be better placed than rivals to soften the impact through services revenue and possible premium AI subscriptions, but the piece remains an analyst-style forecast rather than confirmed Apple guidance.