Memory costs are driving up prices for many high-end smartphones. However, a big tech company takes the opposite path with its next release. Recent market trends show Android manufacturers raising prices due to the AI high demand for memory. On the other hand, a new report suggests Apple plans to keep things steady for the iPhone 18 Pro lineup.
iPhone 18 Pro: Apple plans to beat the global price hike with aggressive strategy
Analysis from industry expert Jeff Pu indicates that Apple aims for an “aggressive pricing strategy” for the iPhone 18 Pro and Pro Max, 9to5Mac reports. Despite the supply constraints making components more expensive, the goal appears to be maintaining the same entry-level prices we saw last year. If this holds true, we can expect the iPhone 18 Pro to start at $1,099 and the Pro Max at $1,199.
This strategy aligns with observations from other analysts. Reliable Ming-Chi Kuo recently noted that keeping the base models affordable is a priority for the company. It is a bold move at a time when some budget Android models are disappearing from the market entirely because they are no longer profitable to produce.
The strategy behind the price
How does Apple pull this off without hurting its bottom line? The answer likely lies in the higher storage tiers. The 128GB or 256GB base models might stay at familiar prices. However, the company could increase the price of the 512GB or 1TB versions.
Upcoming iPhones
The iPhone 18 Pro and Pro Max will likely debut alongside a new “Ultra,” foldable model. While the Ultra will undoubtedly carry a premium price tag, the aggressive pricing of the Pro models could make them the real stars of the show for most buyers.
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