Danny Weber
02:53 12-02-2026
© A. Krivonosov
Analyst reports suggest Apple might not raise iPhone 18 Pro and Pro Max prices despite global electronics cost increases, giving it a competitive edge.
As global electronics component costs rise, the smartphone market is bracing for another wave of price increases. However, fresh analyst reports suggest Apple might buck this trend by keeping the iPhone 18 Pro and iPhone 18 Pro Max priced at current levels.
The rapid development of AI has boosted demand for RAM and other high-performance components, which has already driven up chip prices. Many manufacturers are preparing to pass some of these costs to consumers. Yet, GF Securities analyst Jeff Pu claims Apple is betting on strict cost control. According to his information, the company is negotiating with major memory suppliers Samsung and SK Hynix to secure more favorable contracts.
Apple is expected to offset rising RAM costs partly by reducing expenses on other components, such as displays and cameras. This strategy could allow retail prices to remain in line with the iPhone 17 Pro lineup.
Preliminary reports indicate the iPhone 18 Pro and 18 Pro Max might launch this year. A foldable iPhone Fold is also in development. Meanwhile, the standard iPhone 18 and a more affordable iPhone 18e are rumored to debut in early 2027. If this information proves accurate, Apple would gain a significant competitive edge as other brands potentially raise their device prices.