iPhone 18 Pro Series – Apple May Retain Last Year’s Pricing Amid Rising Costs

Apple is expected to unveil the iPhone 18 Pro and iPhone 18 Pro Max in September this year, potentially alongside the long-rumoured iPhone Fold. While recent reports have pointed to rising component costs, a new analyst note suggests that Apple may keep the pricing of the upcoming Pro models in line with last year’s iPhone 17 Pro lineup.

The claim, attributed to analyst Jeff Pu of Haitong International Tech Research, indicates that Apple is focused on cost management strategies to maintain stable pricing despite increased expenses related to memory and other key components.

Pricing

According to the research note, Apple aims to introduce the iPhone 18 Pro and iPhone 18 Pro Max at the same starting prices as their predecessors. This would mean no significant price increase despite inflationary pressures in the supply chain.

For reference, the current pricing of the iPhone 17 Pro series is as follows:

Motorola Razr 2026 Series – Foldables Get Smarter and Brighter

If Apple maintains similar pricing, the iPhone 18 Pro models could launch at these levels in their respective markets.

Cost Strategy

The report suggests that Apple is actively negotiating with suppliers, including Samsung and SK Hynix, to secure favourable pricing for memory components. Rising DRAM and NAND storage costs have been cited as key challenges for smartphone manufacturers globally.

Jeff Pu reportedly noted that Apple is prioritising “cost management” to keep pricing either unchanged or at a similar level compared to the iPhone 17 Pro series. This may involve adjustments in component sourcing, supplier contracts, and internal cost efficiencies.

In addition to memory, Apple is expected to seek cost reductions in display and camera modules. By controlling expenses in these areas, the company may offset rising raw material and production costs.

Moto G37 Series Debuts – Big Battery Meets Budget Performance

Analyst Alignment

Pu’s outlook appears to align with earlier commentary from TF International Securities analyst Ming-Chi Kuo. Kuo had suggested that Apple would attempt to avoid price increases for the iPhone 18 lineup, despite industry-wide component inflation.

Earlier rumours had indicated that Apple might raise prices for future iPhone models due to escalating manufacturing and supply chain expenses. However, the latest analyst insights point toward a more conservative pricing approach, at least for the Pro variants.

Expected Specifications

While pricing may remain stable, the iPhone 18 Pro series is expected to introduce several hardware upgrades.

Reported features include:

Oppo Reno 16 Pro Leak – Expected Specs, Launch Timeline, and Key Upgrades

The shift to a 2nm chipset could deliver improved performance and energy efficiency compared to previous generations. Camera enhancements, particularly the inclusion of telephoto extender lenses, may further strengthen the Pro lineup’s focus on advanced photography.

Battery capacity differences between the Chinese and global variants have also been reported. The global iPhone 18 Pro Max may feature a slightly larger battery, rated between 5,100mAh and 5,200mAh.

Launch Timeline

The iPhone 18 Pro and iPhone 18 Pro Max are expected to debut in September, potentially alongside Apple’s anticipated foldable device. The standard iPhone 18 may arrive later, reportedly launching next year alongside the iPhone Air 2.

Apple has not officially confirmed these details. As with all pre-launch reports, specifications and pricing remain subject to change until formally announced.

If Apple succeeds in maintaining last year’s pricing despite rising component costs, it would signal a strategic effort to protect demand in a competitive premium smartphone market. The final confirmation will likely come during the company’s annual September launch event.

FAQs