Apple plans to keep the starting price of the upcoming iPhone 18 Pro models steady when the new lineup arrives later this year, even though component costs continue to climb across the smartphone industry. Recent launches such as the $599 iPhone 17e and the $599 MacBook Neo suggest that Apple wants to hold key product prices while it expands its market share and strengthens its broader ecosystem.
Industry analyst Ming-Chi Kuo shared this prediction while discussing Apple’s product roadmap and supply chain strategy.
“Apple may keep prices unchanged for the new iPhones launching in 2H.”
Kuo explained that Apple intends to use instability in the global memory market to its advantage by locking in supply, absorbing higher costs, and maintaining competitive pricing while other brands respond by raising prices or reducing specifications.
Pricing Strategy Tied to Memory Market
Memory prices have risen sharply in recent months as companies building AI infrastructure increase demand for DRAM and NAND components. Apple negotiates memory prices with suppliers every quarter, which gives the company more flexibility but also exposes it to sudden swings in component costs.
Another supply chain report supports this outlook and points to unchanged starting prices for the next Pro models.
Jeff Pu of GF Securities said research from Apple’s supply chain indicates the iPhone 18 Pro will start at $1,099 while the iPhone 18 Pro Max will remain at $1,199. Apple is expected to introduce the new models during its usual September launch window.
