It just didn’t last long enough. Morgan Stanley analyst Erik Woodring is now calling it: the iPhone 18 lineup will likely cost $100 more than the iPhone 17 generation across equivalent models. Apple itself telegraphed as much at its most recent earnings call, acknowledging that memory costs are heading substantially higher and that the company will need to act to protect its margins. The only real question was always how, not whether. When Apple chose to absorb cost pressures rather than...
