# Apple still charging 300% of costs on iPhone storage upgrades, says WSJ

> **Open Intelligence Dossier** · First detected: 2026-11-04 16:40 UTC · Category: Business

## Executive Summary
Apple faces scrutiny over iPhone storage pricing after reports suggest the company charges more than triple the cost of the hardware upgrades.

## Intelligence Brief
According to coverage from Quartz, the company charges more than three times the cost of the hardware involved in these capacity increases. This pricing structure means that when a consumer opts for a higher storage tier during the purchase of an iPhone, the price increase reflects a markup of over 300% relative to the cost of the storage components themselves. The specific details of these pricing practices were first highlighted by the Wall Street Journal, as noted in reporting by 9to5Mac. Both 9to5Mac and Quartz have focused their coverage on the disparity between the cost of the physical storage components and the retail price Apple levies for those upgrades.


By citing the Wall Street Journal, the coverage emphasizes that this is not a new phenomenon but a continuing practice, as 9to5Mac explicitly notes that Apple is still charging these amounts despite the evolution of the hardware market. This issue matters now because it highlights the profit margins associated with modular hardware upgrades in the consumer electronics sector. While the core cost of storage components may be relatively low, the retail price charged to the customer remains high. The coverage indicates that Apple maintains a pricing strategy where the revenue generated from storage upgrades far exceeds the expenses required to implement them, contributing to the overall financial structure of the iPhone product line.


Future developments to watch involve whether Apple will respond to these findings or adjust its pricing models for upcoming hardware releases. The current coverage does not specify if other manufacturers employ similar markup percentages or if Apple has provided a formal justification for the 300% cost increase. Observers will be monitoring for official statements from Apple or further investigations into the supply chain costs of flash storage as reported by the Wall Street Journal.

## Multi-Source Evidence Table
| Source Outlet | Headline | Verification URL |
|---|---|---|
| Quartz | Apple charges more than 3x its cost for iPhone storage upgrades | [Source Link](https://news.google.com/rss/articles/CBMicEFVX3lxTE5IVkM3ZkZBM1Bld2VRcEU1OGNCc0dxalFySzdRdnlveWFVZ2QtMnBpRjRpdFF2VmFDUVN2RTFxMm8tQ2thVndOY0I2ZVVWN2hlVmN5YmVKNzE0S2xOSEhHSTJ2T1hESDdWcXhMdl9nYTA?oc=5) |
| 9to5Mac | Apple still charging 300% of costs on iPhone storage upgrades, says WSJ | [Source Link](https://news.google.com/rss/articles/CBMiowFBVV95cUxNN1o2b0owNXBwRUN3UXZGQXg0QWpRZGtQMG5jaWtveFNoMkJPNEJfc3VJYjhFLUJSUllrN1FhdVF6bGpjR2dOTFdGd1g3cUczblRUSzNyRjcya1lDM0dyaFQxaHRvbTR2ejNwUC13UzZEYzBiUTdWOVd2bUFhY3ZaVXU0T1VZdVZSeXJhS3k1UkZKbTdkdzltRHM1UTNzdXpvYjA4?oc=5) |

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*Canonical Source: https://pulse.byoviral.com/trend/2026-11-04/apple-still-charging-300-of-costs-on-iphone-storage-upgrades-says-wsj*