Apple is increasingly seen as likely to raise prices for its major product lineup alongside next month’s unveiling of the iPhone 18.

The IT outlet 9to5Mac reported on Monday that expectations are spreading that Apple, after raising prices this summer for Mac, iPad, Apple TV, HomePod and Vision Pro, could apply additional increases to iPhone, Apple Watch and AirPods.

The key point behind the expectation is that flagship products excluded from the first round of price hikes could be adjusted at a September event. The products left out at the time were iPhone, Apple Watch and AirPods. Apple also hinted then at the possibility of additional hikes, and the market viewed the excluded lineup as likely to be affected soon.

The most closely watched target is the iPhone. In particular, the iPhone 18 Pro starting price is being discussed at around $1,399, up from $1,299, and higher than the iPhone 17 Pro’s $1,099.

Possible changes are also being raised to the existing iPhone pricing policy. Apple has typically lowered prices for older models when releasing new iPhones, but this year there are forecasts that prices for existing models could be maintained or rise slightly. That would mean not only a hike in new-model prices tied to the upgrade cycle, but also a change in the price structure across the entire iPhone lineup.

The Apple Watch is also cited as a candidate for an increase. For Apple Watch Series 12 and Ultra 4, a memory crunch driven by current artificial intelligence demand is seen as affecting component prices, raising the possibility of a price adjustment. Earlier, Chief Executive Tim Cook (팀 쿡) warned that price increases could continue. The actual size of any increase or its scope has not yet been confirmed.

AirPods are discussed as less likely to face an increase than iPhone and Apple Watch. That is because the direct impact of rising memory and storage costs is relatively limited. Still, expectations have emerged that if Apple opts to raise prices broadly across its product lineup, AirPods may not be an exception.

The trend is drawing attention because Apple has already adjusted prices once for major hardware products. Mac, iPad, Apple TV, HomePod and Vision Pro all rose at the same time. Flagship mobile products were left out in the first hike, but the market took that as a temporary exception.

As a result, the September event is likely to be a turning point for gauging Apple’s year-end pricing policy, beyond a simple product unveiling. The iPhone 18 Pro price, whether older iPhones keep their prices, how broadly Series 12 and Ultra 4 changes apply, and whether AirPods are included are emerging as key points to watch.