iPhone 18 Pro: Apple’s Price Rise Changes The Game For Google And Samsung
iPhone 18 Pro: Apple’s Price Rise Changes The Game For Google And Samsung
https://ca.finance.yahoo.com/news/iphone-18-pro-apple-price-080000370.html
Publish Date: 2026-06-20 04:00:00
Source Domain: ca.finance.yahoo.com
Apple iPhone 17 Pro — how much will the iPhone 18 Pro price go up by?
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Prices are going up, Apple CEO Tim Cook confirmed a few days ago. While the exact products that will see the price rises weren’t named, nor how much prices will rise by, the timing of the announcement is revealing and will be important to rivals like Samsung and Google. Here’s what’s going on.
FORBES | By David Phelan
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Why Tim Cook Announced Apple Price Increases Now
Announcing price changes now takes pressure off Cook’s successor as CEO later in the year.
First, it’s important to note that Tim Cook announced the price rises now, rather than leaving it to the next CEO, John Ternus, to be part of his tenure as the boss.
And one analyst, Bloomberg’s Mark Gurman, has suggested that the price rises are coming very soon. “Regarding Apple price hikes, have to imagine these are fairly imminent. No other reason to flag them now. I’d also note that Apple back to school sale is very imminent, and it could make sense to tie these together as a buffer. Either way this is happening soon. Not a fall thing,” Gurman said on X on June 18.
Gurman knows his stuff, but even so, I wouldn’t be surprised if Cook announced this early to own it, rather than passing it on and the actual price increases come later. Here’s why.
I’ve interviewed Tim Cook more than a dozen times and I am always left with the impression of someone decent and generous — it’s no surprise that he is handing over the reins before the September keynote, to give his successor the plaudits for the next range of new products. Most CEOs wouldn’t do that. With the price announcement, the increase is part of Cook’s legacy, not Ternus’s.
How Apple’s Pricing Strategy Liberates Samsung and Google
What does this mean for Apple’s rivals?
In one way, it…
