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Apple Prepares for More Expensive iPhone 18 Pro and Ultra Launch

WireByte Staff · August 7, 2026

Apple is gearing up for a more expensive iPhone launch this fall, with higher-than-usual starting prices expected for the iPhone 18 Pro and Ultra. To make the sticker shock more palatable, Apple has launched its Apple Upgrade program and increased trade-in values across its lineup.

Key points

  • Apple has launched its Apple Upgrade program, allowing customers to lease an iPhone for 12 or 24 months with lower monthly payments.
  • The program covers only part of the device's full price, with customers able to upgrade, return the iPhone, or pay the remaining balance to own it.
  • Apple has increased trade-in values across most of its lineup, with an iPhone 16 Pro Max now fetching up to $720.
  • The iPhone 18 Pro is expected to be more expensive due to ongoing shortages of RAM and storage components, a variable aperture camera system, and a more expensive A20 Pro chip.
  • The exact price increase for the iPhone 18 Pro is still unknown, but analysts expect it to be significant.

Apple is preparing for a more expensive iPhone launch this fall, with higher-than-usual starting prices expected for the iPhone 18 Pro and Ultra. To make the sticker shock more palatable, Apple has launched its Apple Upgrade program and increased trade-in values across its lineup.

The Apple Upgrade program allows customers to lease an iPhone for 12 or 24 months with lower monthly payments. This program covers only part of the device's full price, with customers able to upgrade, return the iPhone, or pay the remaining balance to own it. Apple has also increased trade-in values across most of its lineup, with an iPhone 16 Pro Max now fetching up to $720.

The iPhone 18 Pro is expected to be more expensive due to ongoing shortages of RAM and storage components, a variable aperture camera system, and a more expensive A20 Pro chip. The exact price increase for the iPhone 18 Pro is still unknown, but analysts expect it to be significant.

The launch of the iPhone 18 Pro and Ultra is expected to be announced in a month, with new features including an upgraded camera system and a more powerful A20 Pro chip. With the expected price increase, Apple will need to convince customers that the new features and design are worth the extra cost.

Sources

WireByte Staff — Editorial Team

The WireByte editorial team synthesises technology news from multiple primary sources, verifies the facts, and links every source. Articles are produced with AI assistance and reviewed under our editorial policy.