With the ongoing “RAM crisis” around the world forcing many Android smartphone manufacturers to increase device prices, Apple is said to be preparing a ruthless pricing strategy for its upcoming iPhone 18 Pro and Pro Max. In recent insights, GF Securities analyst Jeff Pu said the tech giant is expected to maintain the same price points for its flagship models when they launch this September. The iPhone 17 Pro begins at $1,099, and the Pro Max at $1,199. Industry experts say Apple will try to keep these base tiers to strengthen its position in the market against pricier rivals.
Apple’s ability to avoid price increases across the industry is due to its massive manufacturing scale, which gives it significant leverage when negotiating supply chain costs with memory chip suppliers like Samsung and SK Hynix. The company said on its latest quarterly earnings call, it expects to see higher memory costs, but analysts expect Apple to absorb those costs by optimizing other areas of production, such as displays and camera modules, rather than passing the costs on to the consumer.
So far, rumors have suggested a number of substantial upgrades for the iPhone 18 Pro range, including the powerful 2nm-process A20 Pro chip, a variable aperture camera system, and a smaller, more refined Dynamic Island. Apple looks well placed to take more market share by offering these high-end hardware upgrades without raising its base prices. Analysts expect pricing for entry-level models to stay the same, but Apple may choose to change pricing for higher tier storage options, or hold back premium pricing for a rumored, high-end “Ultra” model to preserve overall profit margins.
