Quick Take
- Apple plans a global price hike as memory chip costs surge sharply through 2026.
- IDC India expects flat growth at 14-15 million iPhone shipments this year.
- Apple has stopped 12-24 month no-cost EMIs, a key affordability driver in India.
In This Article
Apple’s planned iPhone price hike could flatten its sales growth in India in 2026, as soaring memory chip costs force the company to pass on higher bills to buyers, according to market analysts.
Outgoing chief executive Tim Cook told the Wall Street Journal that price increases are now unavoidable. Current price levels have become unsustainable due to sharp rises in memory chip costs. Analysts expect the impact to land hardest in price-sensitive India, where currency depreciation adds further pressure.
StartupFeed Insight
The real story is not the price tag, it is the withdrawal of no-cost EMIs (Equated Monthly Installments). That single lever, not sticker price, drove Apple’s record run from 7% to 9% India share in two years. StartupFeed expects Apple to lean harder on older iPhone 17 discounts during the 2026 festive season to defend volume. Watch the September iPhone 18 Pro launch closely: if base-model discounts shrink, India shipments could slip below 14 million for the first time since 2024. Premium buyers will absorb the hike, mass-market upgraders will simply wait. By StartupFeed Desk.
Why is the iPhone Price Hike Happening?
The iPhone price hike is driven by a global shortage of memory and storage chips, the components that store data inside every smartphone. Artificial intelligence (AI) data centers are consuming most of the world’s DRAM (Dynamic Random Access Memory) supply, squeezing availability for phone makers.
Costs of memory and storage chips rose 93-98% sequentially in the March quarter, according to industry tracker TrendForce. They are expected to climb a further 58-63% in the June quarter. You can review the supplier-side data on the TrendForce press center. Cook said Apple can no longer absorb these costs after months of protecting customers.
iPhone Price Hike: The Numbers Behind It
The iPhone price hike reflects steep, back-to-back jumps in component costs across two quarters. The table below sets out the key figures analysts are tracking.
| Metric | Detail | Notes |
|---|---|---|
| Memory cost rise (March qtr) | 93-98% sequential | TrendForce |
| Component cost rise (June qtr) | 58-63% expected | TrendForce |
| Pro model price increase | $50-80 (Rs 4,150-6,650) | IDC India estimate |
| Pro Max price increase | $200-250 (Rs 16,600-20,750) | IDC India estimate |
| India shipments 2026 (forecast) | 14-15 million units | IDC India |
| Global Apple price hike | 5-10% | Omdia (per ET) |
The most striking figure is the Pro Max increase. A $200-250 (Rs 16,600-20,750) jump on a single model would test even Apple’s most loyal premium buyers in India.
About Apple in India
Apple is a US technology company founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, headquartered in Cupertino, California. It designs the iPhone, iPad, and Mac, and sells them in India through retail stores and online channels. Apple shipped about 14 million iPhones in India in 2025, reaching a record 9% market share, according to Counterpoint Research.
How Will the iPhone Price Hike Hit India?
The iPhone price hike will hurt India through both higher prices and weaker financing options. Apple has withdrawn its 12-24 month no-cost EMI schemes since the start of 2026, a move analysts call an indirect hit to sales.
“The end of mass-market affordability options like no-cost EMIs acts as a major dampener on overall shipment momentum for Apple,” said Upasana Joshi, research manager at IDC India.
Joshi now expects iPhone shipments in India to stay flat at around 14 million, revising her earlier forecast of double-digit growth. End-year volume will depend heavily on supply and discounts on the older iPhone 17 during the festive season. Buyers of high-end Pro models are more price inelastic, so the hikes will not deter sales of devices making up around 30% of total volume.
What Does This Mean for Rivals?
Apple’s rivals face the same memory cost pressure, but their mass-market buyers are far more price sensitive. India’s market is still led by Chinese brand Vivo, followed by Samsung and Xiaomi.
| Brand | 2025 India share | Position |
|---|---|---|
| Vivo | 23% | Leader (Counterpoint) |
| Samsung | 15% | Second (Counterpoint) |
| Apple | 9% | Record high (Counterpoint) |
Apple stands apart because its premium buyers can absorb price rises, while budget-focused rivals risk losing volume in the sub-Rs 15,000 segment.
What’s Next
The next test arrives with the iPhone 18 Pro and Pro Max launch, expected in September 2026. Apple is also planning a foldable iPhone, a new category at a premium price. If festive discounts on the iPhone 17 shrink, India shipments could slip below 14 million for the first time since 2024. Will Apple defend volume, or protect its margins instead?
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Last updated: June 19, 2026 at 11:45 IST
Written by Avinash. Published: June 19, 2026. Updated: June 19, 2026. Have a tip? Write to us at editorial@startupfeed.in.
