Over the weekend, Ross Gerber, co-founder, president and CEO of Gerber Kawasaki Wealth & Investment Management, said that iPhone sales remain robust despite rising prices across Cupertino’s hardware lineup.

Ross Gerber Says iPhone 17 Sales Remain Strong

“In the Apple Store, they told me sales are as good as ever even with higher prices,” Gerber said in a post on X.

He noted that Apple has not yet increased the iPhone 17’s price and suggested consumers consider buying before the next-generation models arrive.

“If you’re looking for a new iPhone 17… now is a good time,” Gerber said.

The iPhone 17 currently starts at $799 for the 256GB model in the U.S., while the iPhone 17 Pro starts at $1,099 and the iPhone 17 Pro Max at $1,199.

Read Also: Apple Makes Major AI Strategy Shift in China, Develops Own LLM With Alibaba’s Support in Bid to Counter Huawei: Report

iPhone 18 Could Face Higher Costs

The potential price increase comes as Apple faces soaring memory costs.

TrendForce estimates that the bill of materials for the 256GB iPhone 18 Pro could rise about 38% from the comparable iPhone 17 Pro, with memory costs driving much of the increase.

Apple could absorb some of the increase through lower margins to limit the impact on consumers.

Deepwater Asset Management Managing Partner Gene Munster has separately predicted that Apple could raise iPhone prices by roughly $125, or 15%.

The iPhone 18 is expected to arrive in September.

Apple Has Already Raised Prices on Other Products

Apple has already increased prices on several products, including MacBooks, iPads, HomePod and Apple TV, while keeping iPhone pricing unchanged.

The company previously warned that surging DRAM and storage costs are pressuring margins.

Apple’s fiscal third-quarter results also highlighted continued iPhone strength, with iPhone revenue reaching $54.25 billion, up from $44.58 billion a year earlier.

Price Action: Apple shares rose 0.22% to $305.93 on Friday, according to Benzinga Pro.

Benzinga Edge ranks Apple stock in the 98th percentile for Quality, with the stock showing a positive medium- and long-term price trend despite a weaker short-term trend.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

Read Also: Trump Wanted Advanced Tech Made in America, Tim Cook Brought Mac Mini Production to Texas: 'Thank You' for the $600 Billion Commitment, Says Howard Lutnick

Photo by Evolf via Shutterstock