Apple launched iPhone 18 Pro/Pro Max and the first-ever foldable iPhone Duo, but the headline story is a 4,000–5,000 baht price increase across the entire lineup. Consumers in Thailand now need significantly more baht to stay at the same product tier—the 48,900 baht that bought the flagship iPhone 17 Pro Max last year now only secures the entry-level iPhone 18 Pro. Apple also quietly raised prices on older models (iPhone Air +4,000 baht, iPhone 17 +5,000 baht) with no hardware upgrades, and shelved the standard iPhone entirely until 2027, leaving only pricier tiers to drive revenue.