The iPhone 18 Pro now starts at $1,199 and the Pro Max at $1,299, each $100 more than last year, and Samsung followed on October 1 by adding at least $100 to every US Galaxy S26. Apple, Samsung and Google have all raised flagship prices in 2026, and the common thread is memory chips. This guide lists the current US prices, shows what trade-ins really knock off, and works out the cost per year of keeping a phone for three, four or five years.
Current US Flagship Prices
These are the starting prices from the companies’ own pages or announcements, as we read them on October 4, 2026.
| Phone | Storage | US price | Source |
|---|---|---|---|
| iPhone 18 Pro | 256GB | $1,199 | Apple Store |
| iPhone 18 Pro Max | 256GB | $1,299 | Apple Store |
| iPhone Air | 256GB | $1,099 | Apple Store |
| iPhone 17 | 256GB | $929 | Apple Store |
| iPhone 17e | 256GB | $699 | Apple Store |
| Galaxy S26 | 256GB | $999.99 | Androidauthority report of Samsung’s change |
| Galaxy S26 Ultra | 256GB | $1,399.99 | Androidauthority report of Samsung’s change |
| Pixel 11 | 256GB | $899 | Android Police’s Made by Google recap |
| Pixel 11 Pro | 256GB | $1,099 | Android Police’s Made by Google recap |
Apple’s iPhone 17 page lists $929 for the no-carrier 256GB model and notes a $30 connectivity discount if you activate with AT&T, T-Mobile or Verizon. MacRumors reports the 18 Pro increase as $100 over the equivalent iPhone 17 Pro and Pro Max, which puts last year’s starting prices at $1,099 and $1,199.
The Samsung Hike, Model by Model
Samsung’s increase took effect October 1, 2026, six months after the Galaxy S26 launched, and applies to the US and South Korea. Androidauthority quotes Samsung: “The global shortage of memory components has widely impacted the tech industry.”
| Model | Storage | Old price | New price |
|---|---|---|---|
| Galaxy S26 | 256GB | $899.99 | $999.99 |
| Galaxy S26 | 512GB | $1,099.99 | $1,199.99 |
| Galaxy S26+ | 256GB | $1,099.99 | $1,199.99 |
| Galaxy S26+ | 512GB | $1,299.99 | $1,399.99 |
| Galaxy S26 Ultra | 256GB | $1,299.99 | $1,399.99 |
| Galaxy S26 Ultra | 512GB | $1,499.99 | $1,599.99 |
| Galaxy S26 Ultra | 1TB | $1,799.99 | $1,999.99 |
How To Geek, which reports the same figures, notes that Samsung did not comment beyond the notice and that analysts expect memory prices not to fall until 2028. That 2028 date is How To Geek’s reporting of analyst views, not a Samsung statement.
Why Phones Cost More: Memory
IDC’s latest forecast calls this year the steepest annual contraction the industry has recorded: shipments down 16.7% to just over 1 billion units, with the average selling price rising 27.6% to $581. IDC says NAND and DRAM costs have climbed over 300% year over year and are expected to keep rising until at least 2028. In IDC’s words: “The memory tsunami that we warned about is now hitting the market in full, and consumers are starting to pay the AI bill.”
Buyers are paying more for fewer phones, and companies are also moving the starting storage up. Apple’s 18 Pro and the Pixel 11 both start at 256GB. The ladder above that is steep, which is where the next table matters.
The Storage Ladder on iPhone 18 Pro
Apple’s store page lists these no-carrier prices.
| Storage | 18 Pro (6.3-inch) | 18 Pro Max (6.9-inch) |
|---|---|---|
| 256GB | $1,199 | $1,299 |
| 512GB | $1,399 | $1,499 |
| 1TB | $1,799 | $1,899 |
| 2TB | $2,399 | $2,499 |
By our arithmetic, going from 256GB to 512GB costs $200, to 1TB $600, and to 2TB $1,200 on either model. Most people can skip those tiers if photos and video live in cloud storage.
What Trade-Ins Actually Take Off
Apple’s announcement says Apple Trade In gives “$175 to $885 (U.S.) in credit” for iPhone 13 or later, and that carrier programs offer up to $1,200 in credit for an iPhone 14 or later. The store page shows the top carrier offers:
| Carrier | Maximum trade-in saving shown |
|---|---|
| AT&T | Up to $1,200 |
| Verizon | Up to $1,020 |
| T-Mobile | Up to $1,000 |
Those carrier credits apply over 36-month installment plans, per Apple’s page, and the amount depends on your old phone and your plan. Yahoo Finance reports that a Bank of America analysis put the first-year out-of-pocket cost after maximum trade-in credits at $291 to $296 for the 18 Pro, with extras such as a $35 to $40 activation fee, sales tax on the full price, and $150 for AppleCare+ on top.
Using Apple’s own range, our arithmetic: a $1,199 18 Pro with the top $885 Apple credit costs $314 up front. The top credit goes to a recent phone in good condition. An older or cracked phone will be near the bottom of the range.
Cost Per Year of Owning One
Hardware cost spread over how long you keep the phone is the number that matters. Our arithmetic, before trade-in, tax and accessories:
| Phone | Price | 3 years | 4 years | 5 years |
|---|---|---|---|---|
| iPhone 17e (256GB) | $699 | $233 | $175 | $140 |
| Pixel 11 (256GB) | $899 | $300 | $225 | $180 |
| Galaxy S26 (256GB) | $999.99 | $333 | $250 | $200 |
| iPhone 18 Pro (256GB) | $1,199 | $400 | $300 | $240 |
| Galaxy S26 Ultra (256GB) | $1,399.99 | $467 | $350 | $280 |
The $100 increase on its own adds $33 a year over three years, or $20 a year over five (our arithmetic). Keeping a phone two extra years does more for your budget than any trade-in. For other hardware that has raised prices on the same memory squeeze, see our console cost of ownership guide and our laptop price guide.
Monthly Plans Versus Paying Upfront
Apple lists the 18 Pro at $49.95 a month. That equals about $1,199 spread over 24 months (our arithmetic), so it is the same price with no interest, not a discount. Carrier deals can bring the monthly figure down, but the credits arrive over 36 months, so cancelling early may cost you the remaining credits. Read the credit terms for your carrier before buying.
How to Spend Less
- Skip the top storage tiers. Each step up from 256GB costs at least $200 on iPhone 18 Pro.
- Buy last year’s model. The iPhone 17 at $929 no-carrier is $270 below the 18 Pro (our arithmetic), and the 17e at $699 is $500 below.
- Trade in while the phone is recent and undamaged. Apple’s range starts at $175 for an eligible iPhone 13 or later, but condition drives the amount.
- Keep it longer. Moving from 3 to 5 years on an $1,199 phone cuts the yearly cost from $400 to $240 (our arithmetic).
- Price the real total. Add activation fees, tax and any protection plan before comparing carrier offers; Yahoo Finance’s list of extras shows they add up.
- Watch your other subscriptions too. Phone-adjacent bills such as AI subscriptions and streaming raise the monthly total beyond the handset.
FAQ
How much does the iPhone 18 Pro cost?
Apple’s newsroom lists $1,199 for the iPhone 18 Pro and $1,299 for the Pro Max, both with 256GB. Apple’s store lists the top 2TB models at $2,399 and $2,499.
How much did Samsung raise Galaxy S26 prices?
Samsung raised every US Galaxy S26 model by $100 on October 1, 2026, and the 1TB Ultra by $200, according to Androidauthority. The base S26 went from $899.99 to $999.99.
Why are smartphone prices going up in 2026?
Samsung cited a global shortage of memory components. IDC attributes the rise to memory costs, which it says are up over 300% year over year and are expected to keep rising until at least 2028.
How much is my old iPhone worth in a trade-in?
Apple’s announcement says $175 to $885 in credit for an iPhone 13 or later through Apple Trade In. Carriers advertise up to $1,000 to $1,200, but those are bill credits over 36 months and depend on the phone and plan.
Is it worth buying the iPhone 17 instead of the 18 Pro?
On price alone, yes: $929 for the no-carrier 256GB iPhone 17 against $1,199 for the 18 Pro, a $270 gap by our arithmetic. Whether the Pro’s extra features are worth that gap depends on how you use the phone, and we did not test either.