Apple has hiked priced across its range of products the past few months, but the iPhone has so far escaped unscathed. That is set to change today when Apple unveils its newest lineup of high-end iPhone models, including iPhone 18 Pro, iPhone 18 Pro Max, and the brand new foldable device, the iPhone Duo.

But a late-breaking Bloomberg report indicates that the price increases may not be as bad as some feared. Bloomberg’s Mark Gurman reports that iPhone 18 Pro and iPhone 18 Pro Max will cost $100 more than the previous-generation, setting a new starting price of $1199.

Price increases due to rising memory component costs have been an industry-wide trend, and hit Apple starting in June, across Macs, iPads and more. But the iPhone pricing notably remained the same.

Many assumed that the price increases for iPhone would come alongside the launch of the new 18 generation, and that is indeed happening. Gurman says the price increase will be $100.

This means Apple’s pro models will break through the previous $1099 base price, but a $100 price jump is less than what many analysts have suggested across this year. Some had predicted price jumps as high as $300.

On a related note, Gurman also says that the new foldable iPhone Duo will have a starting price of $1999, with higher-end storage capacity models reaching about $3000. This is an expensive phone, no doubt about that, but again comes in at a lower level than many predicted.

$2199, $2299, even $2499 prices have been rumored for this device. So, just $2000 is a welcome surprise.

Gurman writes that Apple is absorbing some of its typical margins here to hit the $2000 price point, which keeps the device competitive with the universe of Android foldables that are priced as low as $1800. Apple is expecting the iPhone Duo to be a big hit, and a marketable $1999 price will help make that happen.

Stay tuned to 9to5Mac for full coverage of everything new, when the Apple event officially kicks off later today at 10 AM PT.