Apple could leverage the RAM market crisis to its advantage when launching the iPhone 18 Pro and iPhone 18 Pro Max. While many Android smartphone makers are preparing to raise prices due to the shortage, analyst Jeff Pu of GF Securities believes Apple will adopt a more aggressive pricing strategy to fortify its position in the premium segment.
According to Pu, the starting prices for the iPhone 18 Pro and iPhone 18 Pro Max may remain at last generation's level or see only a modest increase. In the US, the iPhone 17 Pro started at $1,099 and the iPhone 17 Pro Max at $1,199 for the 256GB versions. The new Pro models are also expected to pack 12GB of RAM, so Apple will also face rising costs.
Apple has already warned that memory costs will be significantly higher this quarter. However, the company's scale gives it an advantage: it purchases huge volumes of components and likely has more leverage in negotiations with RAM suppliers than most Android brands. Additionally, Pu previously suggested that Apple could offset some expenses by reducing costs on other iPhone components, such as displays and cameras.
This approach would allow Apple to maintain an attractive starting price and increase pressure on competitors, who find it harder to keep flagship prices unchanged. If Android manufacturers are forced to raise prices significantly, the iPhone 18 Pro could appear as a better value proposition to buyers, despite the overall rise in smartphone production costs.
Rumors indicate that the iPhone 18 Pro will feature a smaller Dynamic Island, a faster A20 Pro chip, a variable aperture on at least one main camera, a simplified Camera Control button, satellite 5G support, and a new Dark Cherry color. The Pro models are expected to be announced in September, while the base iPhone 18 and iPhone 18e may launch separately around March 2027.