A Wall Street Journal analysis says Apple charges about three times its cost for extra iPhone 18 Pro storage, so the tier you pick can add hundreds of dollars.
Going from 256GB to 1TB of storage on the iPhone 18 Pro now costs $600 extra. The Wall Street Journal estimates the upgrade costs Apple about $192. That means buyers pay more than three times what Apple does, according to a report from 9to5Mac.
The gap has shrunk, but the price jump is bigger. On the iPhone 17 Pro, the same upgrade cost buyers $400. The Journal put Apple's cost at the time at $42, a markup of almost 1,000%. Apple's cost has risen sharply since then, and so has the price.
Apple said this week that higher memory costs will cut into its profit margins in the holiday quarter. Parekh, who spoke for the company, added that the pressure is not expected to ease anytime soon. Margin means the share of each sale Apple keeps as profit.
Comparing Apple's prices to cheap storage cards is not always a fair test. The fast storage inside Macs, for example, is quicker than the lower-spec cards people often cite. The Journal's $192 figure is also an estimate, not a number Apple has published.
Pick your iPhone storage tier based on the space you actually use, because the upgrade can add $600.
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