Apple Expected to Hold iPhone 18 Pro Base Prices in 'Aggressive' Strategy

Overview

• Jeff Pu, in a research note Friday reported by several outlets, predicted Apple will keep iPhone 18 Pro and Pro Max starting near $1,099 and $1,199.
• The note says Apple could lift prices on larger storage options to offset higher memory costs without raising the entry price.
• Reports detail that AI-driven demand for RAM has pushed component prices up, leading many Android brands to raise phone prices or drop cheaper models.
• Analysts argue a steady base price could draw shoppers to the Pro line by keeping the least expensive model within reach even if top tiers get pricier.
• Final pricing is unconfirmed and would be announced at Apple’s fall launch, where the iPhone 18 lineup is expected to appear alongside a new Ultra model.