Rising memory costs have led to price increases on many Android smartphones, but in a new report, analyst Jeff Pu predicts that Apple will use “aggressive pricing” for this fall’s iPhone 18 Pro and Pro Max.
AI demand has made memory costs soar amid supply constraints, and some Android manufacturers have raised prices already. Analysts also predict the Android market may shrink overall this year as some budget smartphones won’t be made due to the cost crunch.
Understandably, many are wondering what Apple plans to do with its flagship iPhone 18 lineup.
This fall, iPhone 18 Pro and Pro Max will be unveiled alongside iPhone Ultra.
While Apple’s first ‘Ultra’ model will no doubt have a high price tag, predictions around iPhone 18 Pro models has been cautiously optimistic. And the latest good news comes from analyst Jeff Pu.
In a new research note seen by 9to5Mac, Pu says Apple will use an “aggressive pricing strategy” for iPhone 18 Pro and Pro Max—at least for the base models.
This aligns with prior reports, such as from Ming-Chi Kuo, that have said Apple wants to keep its entry models the same price as last year.
That would mean $1,099 and $1,199 starting prices for iPhone 18 Pro and Pro Max.
Apple would then, potentially, increase prices on its higher storage tiers. That way, it can avoid a larger hit to its margins while maintaining consistent pricing for the most affordable models.
Such a move might help the iPhone gain marketshare from Android, something that’s already happened in the early months of the year.
What are you expecting from iPhone 18 Pro pricing? Let us know in the comments.
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