Rising memory costs are starting to shake the smartphone market, and many brands may soon adjust their prices. Yet Apple appears to be taking a different path. A fresh research note from analyst Jeff Pu suggests the company could introduce what he calls an “aggressive pricing” approach for the upcoming iPhone 18 Pro and iPhone 18 Pro Max.
However, Pu does not provide exact figures, leaving room for debate. Earlier insights from Ming-Chi Kuo pointed in a different direction. He claimed both Pro models would launch at the same prices as before.
In the United States, that means $1,099 for the iPhone 18 Pro and $1,199 for the iPhone 18 Pro Max. Still, the situation may not stay that simple. While base models could keep their prices, higher-storage variants might see price increases. At this point, it remains unclear whether Pu’s strategy will extend beyond the US market.
Even so, the approach seems calculated. Apple may keep the starting price unchanged to maintain buyer confidence. At the same time, it could offset rising RAM costs by raising prices on premium configurations. This way, the company protects its margins without alarming entry-level buyers.
It is a subtle move but also a risky one. On one hand, customers may welcome stable entry prices. On the other hand, they might notice higher costs when upgrading storage. For now, this remains a rumor, and its real impact will only become clear after launch.
