Industry pressure builds, but Apple may hold steady.
While almost every other tech gadget is getting more expensive, Apple appears to be moving in the opposite direction for its upcoming flagship phones. Despite a global spike in the cost of parts, new reports suggest the company is planning an “aggressive pricing strategy” for the iPhone 18 Pro and iPhone 18 Pro Max.
According to a research note from equity analyst Jeff Pu, seen by 9to5Mac, Apple is looking to maintain its momentum following record-breaking sales earlier this year. By keeping entry-level prices steady, the company hopes to lure users away from Android competitors that have already raised prices.
The news comes at a time when the industry is bracing for what some are calling RAMageddon, a shortage of memory chips that is driving manufacturing costs through the roof. During a recent earnings call, outgoing CEO Tim Cook confirmed the company would face “significantly higher memory costs” this summer, noting that the trend would “drive an increasing impact on our business,” per Tom’s Guide.
Despite these headwinds, Apple plans to keep the starting prices for its Pro tier unchanged from last year’s models. If current forecasts hold, the iPhone 18 Pro could start at $1,099, while the Pro Max may start at $1,199, matching previous-generation pricing.
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The storage catch
While the entry-level price tags may look friendly, there is a catch for power users. To protect its profit margins, Apple is expected to raise prices on any model with more than 256GB of storage.
Apple may also introduce a massive 2TB storage option on the Pro Max. This is reportedly possible due to a shift to Quad-Level Cell (QLC) flash storage, which allows for higher capacity in a smaller, cheaper package. Essentially, Apple is keeping the price low while charging a premium for those who need extra space for photos and video.
This year’s launch, expected in Sept., won’t just be about the Pro models. Apple is also rumored to unveil its first-ever foldable device, potentially called the iPhone Ultra. This device is expected to sit in a league of its own with a rumored price tag between $2,000 and $2,400.
By keeping the Pro models at $1,099, Apple creates a clear ladder for consumers: The Pro series, aggressively priced to keep the volume high, and the Ultra, a high-end luxury tier for those willing to pay for the latest innovation.
Notably, those waiting for the standard iPhone 18 or the rumored iPhone 18 Air will have to wait longer. Report suggests that those more affordable models aren’t expected to hit shelves until the spring of 2027.
For more on Apple’s software plans, read our breakdown of the rumored AI editing tools coming to Photos in iOS 27.
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