Apple eyes higher iPhone 18 Pro prices and App Store profits

Apple is reportedly preparing for significant shifts in its hardware pricing and services strategy. Regarding upcoming hardware, the iPhone 18 Pro series is expected to see record-high entry prices due to increased component costs for displays and memory. The iPhone 18 Pro may launch at approximately 1,399 euros, while the Pro Max could reach 1,649 euros. Market data suggests that consumers may find better value by waiting roughly five months after the September 2026 launch, when prices are expected to drop by up to 200 euros.

In its services division, new leadership under CEO and Services head John Ternus, alongside Eddy Cue, aims to increase the profitability of the App Store. Rather than direct price hikes for existing services, the company may focus on operational efficiencies, such as automating the app review process. Other potential strategies include expanding advertising space within the App Store or introducing premium developer accounts with enhanced features.