According to multiple analysts, Apple is aiming to keep the starting prices of the iPhone 18 Pro and iPhone 18 Pro Max in line with the current generation.
Jeff Pu of GF Securities says (via MacRumors) recent supply chain checks suggest Apple is prioritizing cost control for the upcoming Pro models. The goal appears simple: keep pricing either unchanged or very close to current levels.
Right now in the U.S.:
- iPhone 17 Pro starts at $1,099
- iPhone 17 Pro Max starts at $1,199
If these reports are accurate, the iPhone 18 Pro lineup would launch at similar starting prices.
That would be a notable move, especially given rising component costs across the industry.
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How Apple could pull this off
Memory prices have been climbing, particularly DRAM and NAND storage. To offset that, Apple is reportedly negotiating more favorable deals with suppliers like Samsung and SK Hynix.
Analysts also believe Apple may trim costs in other core areas, including:
- Display components
- Camera modules
- Internal hardware optimizations
The idea is not necessarily to make the phone cheaper to build, but to prevent costs from rising enough to force a retail price increase.
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Another analyst backs it up
Ming-Chi Kuo has echoed similar expectations. He recently suggested Apple intends to avoid raising prices as much as possible and may keep starting prices flat year over year.
That alignment between analysts strengthens the case that Apple is trying hard to avoid sticker shock this cycle.
Related: Apple Leans More on Samsung as iPhone RAM Prices Surge
What this means
If Apple does manage to hold pricing steady, it would send a clear message: the company wants to stay competitive in a market where consumers are more price-sensitive than ever.
Of course, storage upgrades and higher configurations could still see pricing adjustments. But at least at the base level, the iPhone 18 Pro models may not cost more than their predecessors.
Apple is expected to announce the new lineup in September.
