Apple launched the iPhone 18 Pro lineup with price increases of up to 18.9% compared to the previous year, with models reaching R$3,500 more expensive. In Brazil, Pro models cost between R$12,000 and R$21,000, an increase of up to 13.8%, while Pro Max models range from R$13,000 to R$22,000, with an increase of up to 18.9%.
The phenomenon, called "chipflation," is attributed to the artificial intelligence boom in the consumer electronics industry. The high demand from data centers for memory and storage chips caused component shortages and pushed up global price indices for smartphones, tablets, notebooks, and other devices.
In 2025, Pro models had a minimum price adjustment of R$200, while the Pro Max lineup had no changes in value. The standard and Air model releases are expected for next year, when there will be changes in these prices.
The price adjustments in the new smartphone generation were expected. In June, Apple had already raised prices on its computers and tablets, with increases between 6% and 29% for Macs and up to 36% for other devices.
