On August 10th, the latest research on the mobile phone industry from TrendForce revealed that escalating component costs, notably for memory, are set to drive up the production expenses of Apple's forthcoming iPhone 18 series. Focusing on the BOM (Bill of Materials) cost for the 256GB model, it's projected to escalate by roughly 38% compared to the previous year, which may result in a higher retail price for the device. To mitigate any adverse effects on consumer buying behavior, Apple might opt to limit the price hike by trimming its gross margin, thereby aiming to bolster its market share.