The iPhone 18 Pro and iPhone 18 Pro Max are tipped to launch at the same price points as the iPhone 17 Pro series. According to supply chain analyst Jeff Pu from GF Securities, Apple is working hard to keep pricing stable despite rising memory costs.
Pricing stability is becoming rare in the smartphone industry. Memory production has shifted heavily toward AI data centers, driving up component costs across the board. Most manufacturers have raised prices, but Apple appears committed to keeping the iPhone 18 Pro lineup accessible.
How Apple Plans to Maintain Prices
Pu's research indicates Apple is aggressively managing costs through supplier negotiations. The company has reportedly struck favorable deals with Samsung and SK Hynix for memory chips. These agreements help offset the rising RAM prices that have hit the industry.
Additionally, Apple expects to reduce costs on other core components. Display and camera module prices are projected to decrease, helping balance the overall bill of materials. This multi-pronged approach allows Apple to absorb higher memory costs without passing them to consumers.
What This Means for Buyers
If these reports hold true, consumers won't face the price hikes seen with competing flagships. The iPhone 17 Pro Max launched at a premium, and maintaining that level for the iPhone 18 Pro Max would be welcome news.
Apple typically reserves significant price increases for major redesign years. With the iPhone 18 Pro series expected to feature iterative improvements rather than radical changes, holding the line on pricing makes strategic sense.
The iPhone 18 Pro lineup is expected to debut in September 2026. For now, buyers can anticipate familiar pricing when pre-orders open later this year.
Via MacRumors