Apple launched iPhone 18 Pro and Pro Max with a new foldable iPhone Duo model, but surprised the market by raising prices on older iPhone 16–17 models by up to 5,000 baht instead of the typical price cut. iPhone 17's base price jumped from 29,900 to 34,900 baht, while the new iPhone 18 Pro starts at 48,900 baht (up 5,000 from previous Pro generation). This reflects broader chipflation pressures affecting manufacturing costs across Apple's product line, with potential downstream impacts on the entire smartphone market.