iPhone 18 Pro could cost as much as $1,399 and even Tim Cook can’t avoid the sting

Apple CEO Tim Cook has confirmed in a Wall Street Journal interview that price increases for the company's devices are unavoidable. According to recent market analysis, these adjustments could significantly impact future hardware costs. Specifically, reports indicate that the sticker price for the iPhone 18 Pro could potentially climb as high as $1,300 or even $1,399, reflecting a trend of rising costs that the company leadership acknowledges as a necessary step for the brand.