Tim Cook Warns Price Hikes Unavoidable: Why iPhone 18 Pro Could Hit $1,399

The next iPhone could cost $1,399 — and Apple's own CEO says there's no turning back. Tim Cook, Apple's chief executive, has confirmed that price hikes across the company's product lineup are unavoidable, with a new report from Forbes indicating the iPhone 18 Pro will start at $1,399.

For years, Apple has pushed its Pro models into ultra-premium territory, but this latest projection marks a significant leap even by its standards. The report, by Forbes contributor David Phelan, follows Cook's warning during a recent investor call that Apple must adjust pricing due to rising costs across its supply chain. Cook did not specify exact figures, but analysts quickly pegged the iPhone 18 Pro as the likely flagship to bear the brunt of the hike.

The $1,399 price point would represent a $100 increase over the iPhone 17 Pro's base model. Apple's pricing strategy has historically been calculated, with incremental increases that test customer loyalty. This time, however, the jump appears more aggressive — driven by mounting pressure from component suppliers, labor shortages, and global inflation. A Morgan Stanley note earlier this month flagged that Apple's cost of goods sold rose by nearly 8% year-on-year in Q2 2026.

If the iPhone 18 Pro does hit $1,399, it would be the most expensive non-foldable smartphone on the market. The iPhone 18 Pro Max could surpass $1,600, pushing Apple further into ultra-luxury territory. Cook's warning suggests that the company is preparing consumers for a new normal where flagship iPhones cost more than many laptops.

The broader implications are significant. Apple has long used its Pro models as a profit engine, with margins exceeding 60% on some configurations. A higher price could alienate budget-conscious buyers but also reinforce the brand's premium positioning. Competitors like Samsung and Google have also raised prices, but Apple's move could set a new ceiling for the entire smartphone industry.

Looking ahead, the iPhone 18 Pro is expected to launch in September 2027, with pre-orders likely starting at the earlier rumored price. Supply chain sources suggest Apple is already negotiating with TSMC for future chips, which could further increase costs. Whether consumers will pay $1,400 for a phone remains the key question. Early polling on Reddit and Twitter shows mixed sentiment, but Apple's history suggests a price hike rarely dampens demand — at least among its core fanbase. The world will learn soon enough just how much loyalty truly costs.