Apple, according to analysts, may use an unusual pricing strategy for the upcoming flagship iPhone 18 Pro and iPhone 18 Pro Max. Despite the expected rise in component costs, the company allegedly does not plan to sharply raise starting prices.
Possible strategy: keep the price at the level of its predecessors
According to a note by analyst Jeff Pu, Apple is considering the option of “aggressive pricing” for the new Pro models. However, he does not disclose specific details, so it is not yet clear whether this means completely maintaining prices or a more flexible approach for different markets.
Earlier, analyst Ming-Chi Kuo reported that the base prices may remain the same:
- iPhone 18 Pro – about $1099
- iPhone 18 Pro Max – about $1199
If this is confirmed, Apple will be able to maintain a psychologically important price level for its flagships.
Where the price increase may be hidden
Even if the starting prices are maintained, a price increase is still possible. Rumor has it that Apple may increase the price of higher-memory versions. This will help offset the increased costs of RAM and other components.
In this scenario, base models would remain “showcase” at the same price, with the bulk of the extra cost falling on users choosing more expensive configurations.
What remains unknown
It’s unclear whether this strategy will apply only to the US or globally. In other countries, iPhone prices depend not only on components, but also on taxes, exchange rates, and Apple’s local policies.
For now, all of this remains at the level of analyst forecasts. A more accurate picture will appear closer to the official announcement of the iPhone 18 Pro and iPhone 18 Pro Max.
