Apple’s iPhone 18 Pro Max is rumored to start at $1,399 in the U.S., up from the iPhone 17 Pro Max’s $1,199 launch price, as the company prepares to use TSMC’s 2-nanometer process for the A20 Pro chip. Early reports attribute the processor with an 18% performance increase over the A19 Pro and up to 30% lower power consumption, although production costs may rise by as much as 40%. Analysts are also weighing the possibility that Apple will make 512GB the entry storage tier, which could push a popular configuration to $1,499. The Pro models may gain a variable-aperture camera, Apple’s second-generation modem and expanded on-device AI capabilities. Apple is also considering higher iPhone prices more broadly as memory and chip costs increase, while Bloomberg reporter Mark Gurman has reported positive internal feedback on the company’s first foldable iPhone Ultra, expected to cost more than $2,000.