Rumored pricing for the upcoming iPhone 18 Pro series is raising eyebrows, as analysts suggest Apple may resist price hikes despite rising component costs.
The speculation comes amid a global memory chip shortage and record-breaking iPhone sales. If accurate, the strategy could signal a calculated move to sustain growth.
Despite increasing costs driven by a memory chip shortage, Apple is reportedly planning an “aggressive pricing strategy.”
Analyst Jeff Pu, in a research note cited by 9to5Mac, said the company may avoid raising base prices for the iPhone 18 Pro lineup.
According to Pu, Apple aims to maintain strong sales momentum following record iPhone performance in the March quarter.
This aligns with earlier insights from Ming-Chi Kuo, who suggested Apple is working to keep pricing consistent with the previous generation.
If both analysts are correct:
- iPhone 18 Pro may start at $1,099
- iPhone 18 Pro Max may start at $1,199
Rising costs vs market strategy
The rumored pricing is particularly surprising given current market conditions.
A global shortage of memory chips has driven up component costs, which typically leads to higher retail prices. However, Apple appears focused on balancing cost pressures with demand.
The strategy may be aimed at maintaining the strong sales streak seen with the iPhone 17 series.
Higher storage variants could cost more
While base models may retain their pricing, Apple could adjust prices for higher storage configurations.
The iPhone 18 Pro Max is rumored to introduce a 2TB storage option for the first time.
This may be enabled by a shift to Quad-Level Cell (QLC) flash storage, which is denser and more cost-effective than current solutions.
Foldable iPhone could break price records
Alongside the Pro models, Apple is also expected to unveil its first foldable iPhone.
The device—possibly branded as iPhone Fold or iPhone Ultra—is rumored to feature a crease-free internal display, marking a major advancement in foldable technology.
The foldable model could become Apple’s most expensive iPhone yet, with a starting price estimated between $2,000 and $2,400.
Reports suggest that while Pro models may launch in September, the standard iPhone 18 and a possible iPhone 18 Air could be delayed until spring 2027.
This staggered release strategy may allow Apple to focus attention on premium innovations first.
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