Danny Weber
Despite rising RAM costs, Apple reportedly plans aggressive pricing for iPhone 18 Pro models, with base prices unchanged but higher storage tiers increasing.
Analysts believe Apple might adopt a surprisingly aggressive pricing strategy for the upcoming iPhone 18 Pro and Pro Max. Even though the cost of RAM is expected to rise—a factor that could push smartphone prices higher—the company reportedly has no plans to significantly raise base prices for its flagships.
In a new research note, analyst Jeff Pu points to aggressive pricing for the two Pro models but stops short of quoting specific figures. That leaves open whether Apple intends to hold prices completely steady, implement a more modest increase, or target particular markets with a tailored approach.
Earlier, analyst Ming-Chi Kuo suggested that both Pro variants could launch at the same prices as last year’s models. In the U.S., that would put the iPhone 18 Pro at $1,099 and the Pro Max at $1,199. Keeping those numbers unchanged would help Apple preserve a compelling entry price and maintain the perception that flagship pricing hasn’t budged.
Still, Apple is unlikely to dodge price increases altogether. Rumors indicate that versions with more storage could see higher price tags, allowing the company to offset the rising cost of RAM. Under such a plan, the base configurations would serve as attractively priced window models, while customers who choose pricier variants would absorb most of the cost pressure.
Whether this strategy will apply beyond the U.S. is unclear. iPhone pricing abroad hinges on more than component costs—it also factors in taxes, currency fluctuations, logistics, and Apple’s regional policies. And since these details are still based on rumors, any firm conclusions will have to wait until the official unveiling of the iPhone 18 Pro and Pro Max draws closer.
© A. Krivonosov