Analysts predict Apple won't raise prices on iPhone 18 Pro models, focusing on competitive pricing amid component cost increases. Learn about Apple's strategy and market outlook.
© A. Krivonosov
Apple is unlikely to raise prices on its upcoming flagship smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, despite rising component costs. That's the prediction from noted analyst Ming-Chi Kuo. He says Apple's current strategy focuses on maintaining competitive pricing, even amid volatility in the memory market. The company aims to secure component supplies early to offset cost increases while strengthening its market position as competitors are forced to either hike prices or reduce device specifications.
Kuo pointed to the recent launch of budget devices—the iPhone 17e and MacBook Neo—as evidence of this approach. Both devices have a starting price of around $599, indicating Apple's commitment to keeping prices stable. Analyst Jeff Pu from GF Securities shares a similar view. According to his data, the base versions of the future flagships could retain their current starting prices—approximately $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max.
Meanwhile, memory costs continue to climb. Demand for DRAM and NAND chips has surged due to active development in AI infrastructure. As Kuo notes, Apple is negotiating with memory suppliers more frequently than before—about once a quarter—which helps the company respond faster to market shifts.
Some of Apple's recent moves may already reflect this cost-management strategy. For example, the company recently adjusted memory configurations in the professional Mac Studio, reducing the maximum available RAM in some setups while raising prices for expanded options.
The new generation of Apple smartphones is expected to debut this fall, typically in September.