Analyst Says Apple Will Hold iPhone 18 Pro Starting Prices

Overview

• Jeff Pu’s research note, reported Friday by 9to5Mac, says Apple plans an aggressive strategy that keeps base iPhone 18 Pro and Pro Max pricing steady.
• The note implies starting prices near $1,099 for the Pro and $1,199 for the Pro Max, which Apple has not confirmed and which would keep the entry Pro within reach for recent upgraders.
• Pu suggests Apple could raise prices on higher storage tiers such as 512GB and 1TB to offset rising memory expenses.
• Reports tie the tactic to AI-fueled spikes in DRAM and flash costs that have pushed some Android brands to hike prices or drop lower-margin budget phones.
• The iPhone 18 Pro pair is expected to debut this fall alongside a new Ultra model, according to the coverage.